Our mission was to build a 360 campaign execution that would ensure Budweiser was front of mind for Asda shoppers during the tournament - encouraging customers to join in with the excitement, and making sure the brand was the drink of choice.We aimed to deliver best-in-class media that showcased the campaign’s amazing creative assets (featuring key players from the team) - and also demonstrate LS Eleven’s unique capabilities and innovations with a first-to-market activation.
Summary
With Budweiser the official beer for the England football team at the 2024 Euros, they wanted to leverage this partnership to drive additional sales and brand awareness during this key sporting moment. We delivered an omnichannel campaign that brought together high impact creative assets, insights and first-to-market activations to delight Asda shoppers.
What we did
- Branded online zone
- Competition
- Holograms
- In store media
- Exterior projections
Results
37m
Impressions
Challenge
Our mission was to ensure that Budweiser was THE beer of choice for Asda shoppers during this time - driving incremental sales at brand level and raising awareness of Budweiser's sponsorship of the England team in a creative and unique way.
Solution
Our strategy was to create a best-in–class activation, with a truly omnichannel experience that would touch all stages of the shopper journey in an interactive and engaging way.
The campaign was executed to ensure we activated multiple touchpoints across across the shopper journey- both instore and online. We worked closely with our client AB InBev to ensure seamless collaboration and ensure the project was delivered in brief and on time, with maximum impact.We even arranged for a store visit from football legend Sir Geoff Hurst as part of an in-store event in the Eastland store, which generated some fantastic press coverage and allowed us to maximise the brand’s exposure.But the real innovation of this campaign was our exterior store projections and holograms. Both were first-in-market activations, utilised in high footfall areas such as Asda’s Eastland store, near to the Etihad stadium.
In-store: we executed full exterior store projections in our Eastland store (close to the Etihad stadium), FOS digital entrance screen, in-store hologram projections featuring some of the England team’s most well-loved players, branded gondola ends, enhanced gondola ends, exclusive aisle takeover, competition booklets and special advertising across our in-store radio channel.
Online: we created a dedicated brand zone, effectively taking over the Asda website with live fixture updates (a bespoke design and build for this campaign), an engagement package including key search term coverage, prime digital media including expandable website banners and a competition page.
37
m
Impressions
36
%
Uplift on featured SKUs
178
%
Above benchmark ROI
The campaign succeeded in generating significant buzz for the brand. We were able to tap into customers' excitement around the tournament and leverage significant results both in-store and online. This campaign also allowed us to create a roadmap for a best-in-class omni-channel approach and demonstrated the full potential of media within Asda.
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