BRIEF
As part of Lion's sponsorship of the Gold Coast 2018 Commonwealth Games, we were assigned the reputable undertaking of designing, fabricating and installing Lion’s assets within the event precincts. Through this partnership Lion sought to increase direct sales opportunities, as well as promote brand awareness and brand loyalty.
APPROACH
Our aim was to build diverse and durable brand assets for Lion, to align XXXX Gold and XXXX Summer Bright Lager among additional Lion products with a major sporting event. Over a period of 11 months we designed, built and managed over 50 assets for twelve large scale activations. This project comprised of asset creation and installs such as:
- Five 20-foot container bars
- Several refined beer gardens
- In and out of venue signage
- Six giant beer cans
- Multiple media walls
- A comprehensive signage revamp of Cbus Stadium
RESULTS
During the 11 days long event Lion’s purpose-built bars sold over 300,000 litres of beer, and all Commonwealth Games venues saw approximately 600,000 people pass through. Event activations and fabricated infrastructure accounted as part of a large-scale marketing program, facilitating numerous positive interactions between Lion’s brand portfolio and event attendees, driving sales and awareness both in and out of venue.
