To launch the partnership between Asahi Super Dry and the Virgin Australia Melbourne Fashion Festival, targeting the Asahi Man – sophisticated, inner-city dwelling, with disposable income.
Create an activation/experiential concept for the Asahi Super Dry Festival Bar, including a social media element.
Being an Event Partner of the Festival gave Asahi the opportunity to engage with the Festival’s wide reaching audience, solidifying its position as a style leader and the beer of choice for the style conscious. A quintessentially stylish Tokyo bar was our inspiration for the Asahi Super Dry Festival Bar. Created with design in mind, the Asahi Bar was a hub for festival goers to enjoy during and after shows. Asahi Men represented the brand in front of the media wall and encouraged guests to engage in the social activation, where patrons posting to Instagram took away a printed Polaroid.
The Asahi Super Dry Festival Bar received extensive traction on social media with an overall social reach of over 170,000 people.