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Space

Core disciplines: Advertising/Creative, Experiential marketing, Integrated marketing

 

Birra Moretti @BST

Multi-sensory festival experiences

 

 

Ambition

Establish Birra Moretti as the No.1 Authentic Italian Beer brand in the UK.

 

Moretti Gran Tour at BST 2017 from Space on Vimeo.

 

Solution

Birra Moretti is a premium authentic Italian lager owned by Heineken. Since 2009 we have built the

brand through experiential, driving trial and awareness. In 2013 we launched our unique

‘Gran Tour’ experience which celebrates everything that matters in Italy,

from enjoying an ice cold Birra Moretti to authentic Italian street food inspired by the country’s

many different regions, all enjoyed in good company with friends and family. 

In 2017 increased investment into the Heineken festival portfolio included the addition of British

Summer Time (BST), attended by over 500,000 people over a two-week period.

 

 

The challenge at BST was two-fold, we had to provide an activation platform that would serve as a fully functioning bar during headline days but also one that would also work as an attraction for the ‘Open House’ days where the public can enter the festival site free of charge.

During these days we provided an immersive experience that played with the senses to transport guests around the regions of Italy, representative of the provenance of the four beers in the Moretti range. We delivered a journey that explored how flavour is unique to an individual and how a wide range of multi sensory stimuli can alter and heighten flavours experienced. 

Our production solution for BST was then redeployed as The Gran Tour continued its journey at Big Feastival, Festival No. 6, Summer Nights and Goodwood Revival. 

 

Results

Significant uplifts in brand metrics among festival-goers:

Awareness +12%

Willingness to trial +17% 

Would recommend to others +22%

Sales +40% versus forecast

Helped Birra Moretti become the fastest growing beer brand, by value, in the UK on-trade

 

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