Background/Challenge
Corona is a brand that values its link to the natural world, with their tagline highlighting this as ‘100% Natural’. Wanting to bridge the gap between the stereotypical pub drinkers and those that also love to be immersed in nature the brand hoped to create an event series that could assist in this.
Alongside the fact the brand also launched their first ever draught product, this was a huge focus for them in 2022 and one in which a successful event series could help promote.
Our response
In order to create that bridge between the drink and the natural world we created a series of ‘Hikes to Sunset’, where consumers would first enjoy the natural world and then end in one of our partner venues to enjoy an evening of Corona, entertainment, music and food.
We created a set of modular builds that could be transported from venue to venue to create a truly immersive Corona experience. These builds included, a bar, DJ booth, and chill out/photo op zone as well as additional pieces of furniture that tied the whole area together. An important aspect of our creative response was tying in the Corona aesthetic of the natural world as a tropical sun kissed land to the more rustic forestry landscape of Ireland. Our bespoke builds and foliage dressing were created to transform our spaces into little VIP Corona Islands that engaged every sense of the consumer.
As part of the Corona Hike to Sunset series, the aim was to connect people back to the natural world. The activation brought guests to the most stunning landscapes of Ireland; Ticknock Mountains overlooking Dublin and Wicklow, Myrtleville Costal Walk in Cork and Lough Erne Fermanagh.
Bespoke Mexican inspired tacos created with local produce complimented the chilled Corona beer served. Interactive experiences were dotted around the event space; macramé classes to create bespoke bottle holders, beachy-vibe face painting and DJ Bongo Steve filled the Summer air with chilled lo-tempo music bringing guests on a journey as the sunset over the stunning locations.
Execution
The Corona Hike to Sunset series was kicked off with a press launch event which saw guests journey through Ticknock Forrest on their hike, returning then to Johnnie Fox’s pub in Stepaside for food, entertainment and refreshing Corona draught pints. The subsequent events for consumers in Dublin, Cork and Fermanagh followed a similar schedule with hikers experiencing various beautiful hike locations around the country. The live events also had macrame bottle holder workshops, for guests to keep their Corona bottles close by their sides. Music flowed throughout the night from our resident Corona DJs in perfect timing with the flair of our expert bartender leading to a truly unforgettable experience with the Corona brand.
Results
N/A as no debrief meeting done to date.
Client Testimonial
The Corona Hike to Sunset series was executed to the highest standard by Neon Agency. From planning through to execution the event series showed up in the Irish trade in a new and dynamic way, bringing the brand line of ‘100% Natural’ to reality. Consumers at the events were able to live the Corona campaign through enjoying beautiful surroundings, summer tunes from the Corona DJ and engaging activities at the Hike to Sunset events – bringing the natural world to life around them
