FRUKT
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Serve One To Remember
Stella Artois has sponsored Wimbledon for the past four years. In 2017 they wanted to increase engagement around the sponsorship, through on site hospitality and off-site viewing events. FRUKT and Octagon were tasked with designing and producing these events as well as leading a multi-agency group to deliver a 360 campaign (OOH, press ads, digital content, social, PR, experiential). The activations filtered down from the campaign tagline of Serve One To Remember. FRUKT was looking to challenge perceptions of Stella Artois by creating positive associations, and demonstrating that Stella Artois could make occasions more special, particularly in connection with Wimbledon. FRUKT conducted consumer research to identify what the audience would want. FRUKT knew to tap into the trend for exclusive experiences that merge entertainment, rising foodie culture and transitory third spaces. For the hero event, FRUKT took over Flat Iron Square in London Bridge for the whole two weeks of the Championships, bringing together Wimbledon inspired food, tennis, alternative commentary from Goran Ivanisevic and Matt Richardson, and of course, ice cold chalices of Stella Artois. To create a premium experience and destination, FRUKT amplified the theme of hosting. FRUKT invited top street food chefs to create interesting food pairings with beer. the concierge service were on hand to lend an umbrella during rain-stop-play and the walled garden was a beautiful visual highlight. Alongside Flat Iron Square, FRUKT also popped up at Constellations in Liverpool in the second week of the Championships. At Wimbledon itself FRUKT created a beautiful hospitality area for guests of Stella Artois, run by the hospitality team from the friends at Octagon. Results • Over 35K visitors to the screening events • 833K views of video content • Earned media coverage: 102.1M PR reach • 110 influencers engaged with 3.4M earned social reach Credits FRUKT Octagon
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