Carling ‘Play on a Pitch’ Nominated for FMBE Award 2018

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We are delighted to announce that we have been nominated in the FMBE Awards 2018 for our Carling “Play on the Pitch” campaign on behalf of our client Molson Coors. The FMBE Awards champion best practice in field marketing and brand experience and celebrate live or experiential marketing campaigns.

Client: Molson Coors

Project: Carling ‘Play on a Pitch’.

Carling announced a three-year partnership with the Premier League in 2016 in a deal which will secure the brand as Official Beer Partner of the Premier League until the end of the 2018/19 season. The partnership builds on the brand’s long standing relationship with the football world having been the first ever title sponsor of the Premier League for eight seasons running from 1993 to 2001 and the title sponsor of the Carling Cup for nine seasons from 2003 to 2012.

Objective:
To bring the Fans closer to the Premier League action through instore activations as a part of Carlings 2018 activations campaign.

The Campaign:
Our design team submitted a proposal that included Platinum, Gold, Silver and Bronze display options to create in-store theatre along with various options for OOH 48-sheets and digital assets to excite consumers throughout 2018. The Platinum tier solution that was chosen for the instore activation was our Stadium Display. This was a replica of a stadium stand that would essentially be a mini-stadium in-store.

Using a pallet as our footprint for the stand a keyline was drawn up, followed by a proto-type build to ensure the size was correct, the structure had the strength to withstand the weight of cases of Carling and also to ensure execution feasibility at store level. After completing the weight and strength tests, a printed sample was produced for final sign off.

An exciting competition was also rolled out as part of the campaign. The entry mechanism was a Freetext competition to be in with a chance to “Play on a Premier League Pitch with you and 2 friends”.

The stadium displays were rolled-out to key grocery retail stores nationwide. They were assembled in-store and included:

•  A grass effect floor vinyl was applied under the stadium unit which emphasised the play on a Premier League pitch theme.
•  LED’s lights were incorporated into the crowd image to give the impression of camera flashes coming from the crowd.
•  Mirror board was used which is a metallic reflective stock on the flood lights to give the light effect, as this illuminated the requirement for a power source to the stand.

We also produced digital assets to include:

•  Digital Screens in pubs & restaurants installed in over 200 bars
•  Digital Instore Assets (shelfies)
•  Stadium digital assets – screens around the pitch on the day

Result:

A striking, high impact, bespoke in-store display that interrupted shoppers at the point of purchase and captured the essence of the campaign perfectly, along with strong supporting digital assets. The feedback was extremely positive from both Molson Coors and their retail partners and due to the exceptional success of the in-store stands the client requested that they remain in all stores for an extended period to help continue driving rate of sale across all Carling pack formats.

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