Corona’s long-standing association with the beach will be amplified by a special out of home (OOH) experiential activity in London’s Old Street, and digital activations across a further four locations.
The OOH activity taking place at Old Street will implement an extended creative technique, with extra-large 3D Corona bottles emerging from the panels and a light-reactive mechanic. The x2 B96s and x1 B48 sheets will inspire passers-by to ‘find their beach’.
Old Street’s OOH will play host to a beach with palm trees as well as a ‘Corona bar’ complete with Corona brand ambassadors who will direct people to nearby Hoxton Square Bar and Kitchen to enjoy a Corona. Corona has partnered with leading bars across the UK to create elevated hospitality experiences that transport people to the beach mind-set, and Hoxton Square Bar and Kitchen is the flagship bar for this activity.
Corona will also be running an outdoor campaign showcasing the brand at sunset. The large format digital displays will be situated at east-facing locations across London and Manchester – The Torch, Piccadilly One, Digital Gateway 1000 and Trafford Arch. As the final hour of daylight arrives in each location, a live countdown will begin with the sun slowly setting on the billboard, while it is simultaneously occurring in the sky behind it.
Corona and Posterscope will be assessing weather conditions and reacting to key triggers such as cloud cover, weather and temperature to ensure that the advertisements are activated when sunsets are at their optimal. The campaign will run mid-August through to early September.
Steph Okell, Marketing Manager for 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 out of home experience for Corona lovers – helping them ‘find their beach’ in unexpected places.”