With the FIFA World Cup coming to an end, Budweiser, the official partner of the World Cup, executed an innovative outdoor campaign for the launch of the Golden Amber Lager Beer, with the tagline Rise As One. The campaign was executed in across top metros.
The objective of the campaign was to increase the visibility of the brand through their partnership with FIFA World Cup,
Budweiser is a brand which has always been associated with sports. The look and location of the outdoor needed to bring out the brands passion for sports. To achieve this, Clear Channel Mudra put together an innovative OOH by creating real goal posts with Golden Budweiser bottles as the goal posts. A real goal post as an outdoor was an exciting idea as it would create an immediate kick when seen by people. Beer bottle as side bars of goal posts was conceived keeping in mind the brands association with FIFA and passion for football.
Commenting on the campaign, Gokul Luwang, Senior Marketing Manager - Integrated Marketing Communications & Premium Brands at Anheuser-Busch InBev said, “The FIFA World Cup is one of the few must see events in the world and reaches an unprecedented number of adult beer drinkers globally. During this year’s FIFA World Cup tournament, Budweiser executed an integrated digital, experiential and social marketing activity under the campaign theme of Rise As One aimed at providing fans a rich FIFA World Cup experience and uniting them in to the game they love. There will be multiple pieces of content, including TVCs and online ads rolling out in support of the Rise As One campaign. We leveraged this tremendous opportunity across OOH media by tapping into opportunities available at key entertainment hubs, malls, airport and arterial junctions and taped into innovation formats of execution.”
Commenting on this, Sandeep Mishra, Creative Director, DDB MudraMax said, “The craze for football in India is at its peak during the FIFA world cup; the goal was to create a connect with the audience and brand Budweiser with football as the backdrop. The team came up with this idea to recreate the billboard into life size golden goal post. After spending 43 man hours and putting 219 kilo steel together Gurgaon saw its first goal post in air which lit up to the campaign slogan of RISE AS ONE - Spreading the joy of football and spirit of ONE.”