AB InBev brand Corona has created a temporary beach at Old Street Roundabout in east London, which is complete with palm trees and a branded bar.
The activation also features brand ambassadors, who are on-hand to direct passers-by to Hoxton Square Bar and Kitchen, which Corona took-over as part of its ‘find your beach’ campaign in April.
Extra-large 3D Corona bottles, which emerge from billboard panels with a light-reactive mechanic and encourage people to ‘find their beach’, can also be found.
The beach was launched yesterday (12 August) and it will remain in place until Sunday (16 August).
Corona has also launched an outdoor digital campaign, where branded billboards begin a live countdown within one hour of sunset. They then demonstrate the sun setting as the sun itself sets over the horizon.
The billboards have been installed at four locations across London and Manchester – The Torch, Piccadilly One, Digital Gateway 1000 and Trafford Arch, where they will remain until early September.
Corona is working with out-of-home (OOH) specialists Posterscope, who will be assessing the live weather conditions at each location to ensure that the advertisements begin the countdown when sunsets are at their optimal.
Posterscope is behind both the experiential and OOH elements in conjunction with JCDecaux, meanwhile 3-Monkeys Communications is handling the PR.
Steph Okell, marketing manager at Corona, said: “Corona is synonymous with the beach – a unique place to each of us – the place we go to unwind, enjoy ourselves and share amazing experiences with friends.
“We want Corona fans to find their beach anywhere – from Old Street to Manchester, whether through a beach in the city or a live sunset. The idea is to make a truly authentic OOH experience for Corona lovers – helping them to ‘find their beach’ in unexpected places.”
As part of the ‘find your beach’ campaign Corona has been involved in a series of bar takeovers, including Coalition in Brighton, as well as hosted its own music festival this summer.
Source: Event magazine