Grolsch turns Brighton green with its latest multichannel campaign
Grolsch is targeting drinkers in Brighton with a multichannel campaign that involves turning the usually white-lit Brighton wheel Grolsch’s signature green.
The campaign, which covers experiential, ambient media, social, PR and promotional activity, has been created by integrated experiential agency Life Experience and aims to drive consumer engagement and trial of the brand.
In addition to bringing its signature hue to the Brighton wheel mobile ambassadors will be positioned along New Road - which will also see its lights turned green – handing out ‘District Maps’ highlighting participating Grolsch bars.
As well as directions to the ‘green-lit’ bars the maps include a coupon for a free bottle of Grolsch. The lager brand will also be branding a handful of Brighton’s tuk-tuks to take consumers to the Green Light District. At participating bars consumers will be directed to a table with access to on-demand service, Grolsch ‘buttons’ will also enable consumers to order Grolsch and have it delivered directly to them.
Photographer and light graffiti artist Michael Bonsanko will entertain drinkers with an interactive Grolsch light show with photos uploaded to super screen for all to see. Those who share photos with the installation will be entered into a competition with the best image winning a trip to a Grolsch Light Graffiti workshop in Amsterdam.
“We have some big plans for 2014. The activity in Brighton represents the first of what is set to be a widespread roll out across our key city consumer hot spots, which will include London,” said Sophie Erskine, brand manager at Grolsch.
“Life Experience has brought together the different aspects of the campaign seamlessly, delivering some exciting firsts for the brand such as turning the Brighton Wheel green – which has only ever been done before by Breast Cancer Care and for Gay Pride. ‘The Green Light District’ activity not only provides a fun and memorable experience for consumers, but the interactive elements will also appeal to our trade customers.”
Sarah Fleming, head of experiential at Life Experience, added: “Each element of the campaign has been designed to reflect the bold and distinctive nature of Grolsch – creating a seamless consumer experience from street to in-bar. The self-expression element of Michael’s light graffiti fits perfectly with the creative vibe of Brighton and the bold, forward-thinking Grolsch brand. We look forward to taking this activity even further next year.”
Supporting social media activity will feature on the Grolsch Facebook page, localised posts will encourage Brighton drinkers to visit ‘The Green Light District’ and share their experiences via Facebook.