For those not lucky enough to be jet-setting around the globe this summer, Corona launched an innovative campaign with JCDecaux to bring the beach to Londoners instead.
Located in Old Street, East London, the beer brand set up a full-on ‘beach’, complete with sand, deck chairs, its very own palm trees, and a branded bar as part of its ‘find your beach’ campaign.
The experiential campaign was activated against a backdrop of two billboards that featured a giant 3D bottle of Corona, a seaside landscape and the messages “Log off. Lime in” and “Find your beach.”
Brand Ambassadors were on hand to direct passers-by to the Hoxton Square Bar and Kitchen to get their own bottle of Corona.
Launched on 12th August, the beach remained in place for consumers to enjoy until Sunday 16th August.
The creative was also displayed on Première 450s, Rail 48-sheets, Rail digital 6-sheets, as well as Transvision and Mall digital 6-sheets around other major UK cities.
Steph Okell, Marketing Manager at Corona said: "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 OOH experience for Corona lovers – helping them to ‘find their beach’ in unexpected places."
Steven Dennison, Head of Creative Solutions, JCDecaux UK, said: “Our team is dedicated to pushing the boundaries and challenging the conventions of Outdoor advertising. Corona’s pop-up beach campaign is the perfect example of taking a marketing objective from concept to on-street reality. This is a fun and interactive way of getting Corona fans building a relationship with the brand.”
The campaign was planned and booked with JCDecaux by Posterscope and Vizeum.