Standing out from the crowd has never been a problem for Corona but several unusual activations, led by Grey Lynn-based brand experience agency Spur, have helped put the beer and its lime ritual in the hands, hearts and minds of thousands.
“From a brand perspective Corona developed a strong and distinctive territory several years ago with their campaign From where you’d rather be,” says Spur MD Nick Harvey.
“The imagery captures the essence of escape, stunning coastal beauty, and good times with friends over a beer on sunset,” he said.
SPUR designed, produced and activated a hilltop bar at the recent Splore music and arts festival in the remote Tapapakanga Park. The bar featured coastal views across the Firth of Thames to Coromandel and a perfect perspective to the beachfront stage.
For the first time at a New Zealand event, and in line with Splore’s strong sustainable ethos, Corona was served in cans, with more than 5000 fresh limes accompanying the beer.
Rounding off the Kiwi summer and to celebrate a new partnership with Sustainable Coastlines, Spur quickly shifted their focus to the production of the Corona Sunset Bar – a 12 x 6 metre floating pontoon that was moored in a secluded bay off Waiheke Island. Five different events were delivered over a 10 day period.
“Spur has been working with the brand to bring this territory to life over summer from an experiential perspective, with a twofold focus.”
“Each evening Corona hosted friends of the brand and treated them to a unique on the water experience,” Harvey said. “Guests were transferred from central Auckland direct to the pontoon and once on board, Mexican cuisine was combined with a line-up of NZ music talent including Liam Finn, Laughton Kora and Amelia Murray of Fazerdaze.”
A selection of consumer prize winners visited the Corona Sunset Bar thanks to competitions delivered through George FM and surf/lifestyle magazine DGZ.
In line with the new Sustainable Coastlines partnership, the Corona Sunset Bar was constructed almost entirely from recycled materials. The deck floor was originally built and used last summer for the pop up bar in front of the Piha Surf Club while the furniture and bar have been used across multiple Corona events during winter and summer.
Corona senior brand manager Jeremy Meech said: “Activations such as the floating Corona Sunset Bar and the hilltop bar at Splore brings the Corona brand to life in an authentic and meaningful way.
“Their popularity and subsequent levels of engagement in social media genuinely demonstrate the impact of these brand experiences.”
View videos of both activations:
Pontoon
Splore
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