Amstel
Amstel Summer Scenes
August 12, 2010 by
The
Challenge
Amstel were working on repositioning the brand to own the ‘laid back summer afternoon drinking moments’ and asked PLAY to develop an experience to launch this new positioning.
The
Strategy
We created a pop up theatre campaign which brought iconic film scenes (such as Pulp Fiction, Romeo and Juliet and the famous orgasm scene from When Harry Met Sally) to the streets, using Amstel as the hero prop.
The
Experience
Our pop up theatres sprang to life entertaining the crowds around trendy bars and pubs. Vouchers were also distributed amongst patrons to convert engagement into sales.
The
Results
12,045 Engagements
1,657 Immediate sales through redemption