Marketing Challenge
Carlsberg, the official Canadian importer of Kronenbourg 1664, asked VIBRANT to win back the streets of urban Toronto and bring this brand of beer to the minds of Torontonians.
Solution
VIBRANT developed Project 1664, a 360-campaign with the purpose to: CONNECT with current and potential customers, FOCUS on making K1664 the most talked about beer brand in the urban landscape and UNITE consumers behind K1664 as the import beer of choice in Toronto We opened a bricks and mortar “creative hub” on Ossington Avenue in Toronto’s West Queen West neighborhood. The free pop-up space was designed to be used by local artists, creatives and businesses. In addition, the campaign was supported by a community ambassador who visited prospective neighbourhood customers, and a local Great Taste Guide booklet used to generate relevant content for the neighbourhood audience.
Results
30 events were hosted in the community hub. 1.5 million earned impressions from local media, more than 5,000 pints of beer were distributed, and 9 new account leads generated by the community ambassador. We achieved an organic social reach of 265,000, and 83% of people said they were more likely to purchase the brand, post-hub experience.
The Great Taste Guide booklet is a celebration of WQW’s fashion, arts, and culture scenes. In addition, the guide introduces the promotion of Kronenbourg 1664 to local and key accounts as a way to strengthen customer relationships and increase brand equity.
To maximize the authenticity of the campaign, we partnered with two neighbourhood influencers, well-known DJ & writer Josephine Cruz, and photographer Ori Raynai.
