Strongbow x Laneway Festival 2018
Objectives
To position themselves as a niche brand by refreshing their marketing options; To bring nature back into the city and people’s lives in the most creative and enjoyable way.
Campaign Concept
The #DoitOutside campaign kickstarted with St.Jerome’s Laneway Festival 2018, where Strongbow Apple Ciders was the official cider. It calls for city-dwelling consumers to reconnect with nature.
The message that we want to bring across to the audience is “We can take things that are traditionally done indoors, to outdoors for a refreshing change!“
What we did
The phases of implementation includes Design, Sourcing, Pre-Laneway Photoshoot & Set-up.
Aligning with the #DoItOutside concept, the activation area by Strongbow was decked with cosy bedroom beds, branded lightbox, Strongbow barrels and apple crates. Not forgetting about Instagram-worthy pictures, a 11m long signage that spells the hashtag was fabricated & placed alongside a ‘green-bombed’ overturned mini cooper, which was decorated with flowers. Party-goers were encouraged to kickback with a bottle of cider & enjoy the concert festivities from the comfort of the bedroom beds.
