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).
Our activations filtered down from the campaign tagline of Serve One To Remember. We were 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. We conducted consumer research to identify what our audience would want. We knew to tap into the trend for exclusive experiences that merge entertainment, rising foodie culture and transitory third spaces.
For our hero event, we 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, we amplified the theme of hosting. We invited top street food chefs to create interesting food pairings with beer. Our concierge service were on hand to lend an umbrella during rain-stop-play and our walled garden was a beautiful visual highlight. Alongside Flat Iron Square, we also popped up at Constellations in Liverpool in the second week of the Championships. At Wimbledon itself we created a beautiful hospitality area for guests of Stella Artois, run by the hospitality team from our friends at Octagon.
We looked to challenge perceptions, by demonstrating that Stella Artois could make occasions more special.