To mark its role as the official beer of The Championships Wimbledon 2015, Stella Artois created the ultimate virtual reality experience for tennis and beer fans as it invited audiences in London Waterloo to ‘Fly Like Rufus’ in an experiential campaign with JCDecaux.

Taking inspiration from its new TV commercial starring the legendary character Rufus the Hawk, who skilfully protects the perfect courts year after year, the multi-sensorial activity offered commuters Rufus-like aerial views of Wimbledon with the aid of 360° oculus rift technology between 29th June – 2nd July.

Captured using cutting-edge drone technology, The Perfect Flight simulator experience promised to make participants feel as though they were spanning their wings and flying over the historic grass courts, past the jubilant crowds, and weaving in and out of some of the greatest tennis matches ever played.

In addition to this experiential activity, Stella Artois deployed a DOOH campaign which dominated Motion@Waterloo and ran on JCDecaux’s Transvision network and Motion@LiverpoolStreet.

Stella Artois also invited commuters to sample its new Stella Cidre range (3rd and 4th July) and distributed its famous chalices (6th, 7th and 8th July) in a giveaway that offered one lucky winner two free Wimbledon tickets each day.

The campaign was planned and booked with JCDecaux by Vizeum and Posterscope.