Space creates Sol in-bar instant win promotion
Wednesday August 13, 2014 at 10:35am
HEINEKEN-owned premium packaged beer Sol has launched an instant win promotion in bars across the country. The ‘Independent Spirit’ initiative, led by Space, has been designed to drive visibility, rate of sale and encourage brand reappraisal amongst its target 30-35 year old male audience. Top tier prizes include an expedition for the winner and three friends to the Inca ruins in Machu Pichu, off-roading in Nevada, swimming with whale sharks in Mexico and a train journey in the Himalayas. Other prizes include surfing, photography and guitar lessons as well as vouchers for films and albums that reinforce the ‘Independent Spirit’ theme such as Jimi Hendrix ‘The Experience’ and the film ‘Into the Wild.’ The Sol ‘Independent Spirit’ campaign is an evolution of last year’s instant win promotion, featuring bigger and better prizes that bring to life the brand’s ‘Espiritu Libre’ platform. The prizes on offer aim to build a more intimate relationship between Sol and its consumers, offering dream-come-true experiences tailor-made to the target audience’s passions and aspirations. 1,500 pubs and bars across the country have been provided with on trade POS kits featuring items including posters, table talkers, beer mats and branded ice buckets to communicate the initiative to drinkers. Entry is as simple as entering a unique reference number (URN) online, found on specially designed promotional bottle neck collars. Space is a London-based agency, founded in 2003, which creates award-winning brand, shopper, experiential and digital work. Over the past 10 years, the agency has worked with clients including Heineken, Samsung, Lufthansa, Arla, AELTC, Nivea, Wrigley’s, Telegraph, Merlin Entertainments, Visit Britain and Eurostar.