BRIEF
In today's highly competitive and overcrowded beer market, the big brewers know it's imperative to keep their products top of mind if they are to have any chance at retaining the majority of market share.
Iron Jack Beer, which is part of the LION brand portfolio and a newcomer to the Australian beer market, was looking for a simple but effective way to capture new drinkers and ultimately sell more beer! LION has a strong history of sponsoring and supporting events of all shapes and sizes and maintaining a strong brand presence through clever brand activations has proved to be an effective strategy for them over the years.
The Iron Jack brand team approached us here at The BuildLAB to help them design and create a fleet of mobile event assets that stood out and sung true to the Iron Jack brand. As the assets would be distributed throughout the country and operated predominately by LION's sales and event teams, the assets needed to be easy to operate to ensure sales reps spent more time selling and less time setting up!
APPROACH
With the brief clearly defined, we went to work on the design! We weren't out to reinvent the wheel so we decided to take a typical food/bar trailer and apply a layer of Iron Jack! Led by the design team at MAAKE, who provides specialised marketing services for the drinks industry, we were able to submit a concept that ticked all the boxes.
Some of the key features that took it from a boring trailer to a visually impactful marketing tool were:
- Repurposed Iron cladding applied to the external walls of the whole trailer
- An illuminated recycled timber, CNC cut roof sign operated via electric actuators (no ladders required!)
- Full-length rear wall, interchangeable signage
- Removable side menu/price boards
- Drop level esky/ tub bench along the entire rear wall for easy restocking and service capabilities
RESULTS
After getting the tick from the Iron Jack brand team, we created the 4.8m long fully insulated and branded bar trailers which they were very happy with! With an initial order of 7 assets, we're sure you'll have the chance to grab an Iron Jack from one of these beauties!
