Asahi

Asahi Super Dry, a brand synonymous with premium quality beer and Japan was looking to increase visibility and consideration of their product whilst celebrating its unique heritage.

Out of Home, as a lead channel in the media-mix, provided both national reach and a platform to create memorable and disruptive experiences that would bring the spirit of Tokyo to the UK streets.

The backbone of the campaign featured a mix of paper and digital formats to achieve maximum national reach (70% of 18-34’s) across roadside, rail and underground environments.

The standout element included three UV neon banners and three bus shelters takeovers which were designed to create an immersive experience.

The fully branded shelters featured a bespoke infinity mirror to incorporate the Asahi Super Dry distinctive brand asset and provide an instant photo opportunity for social sharing. 

Additionally, each shelter contained a realistic 3D vending machine with a localised QR code allowing adults to redeem a free pint nearby.

The Out of Home campaign saw positive results and highlighted the importance of combining national reach with high impact formats such as special builds.

Overall awareness increased, particularly for 18-24’s where the campaign also led to sizeable shifts in brand perception and recommendation.  Additionally, both elements of the campaign helped increase prompted consideration with the majority of those exposed planning to take an action.