Budweiser erects a giant billboard goalpost

Clear Channel Mudra, part of DDB MudraMax, spent 43 man-hours and 219 kilos of steel to make the innovative outdoor hoarding in Gurgaon

BestMediaInfo Bureau | Mumbai | August 22, 2014

Budweiser, the official partner of the World Cup, executed an innovative outdoor campaign for the launch of the Golden Amber Lager Beer. The campaign, 'Rise As One', was executed across the top metros.

The objective of the campaign was to increase the visibility of the brand through its partnership with the FIFA World Cup. Budweiser has always been associated with sports. The look and location of the outdoor innovation needed to bring out the brand's passion for sports. To achieve this, Clear Channel and Mudra created real goal posts using Golden Budweiser bottles.

A real goalpost in the outdoor medium was an exciting idea as it would create an immediate kick when seen by people. The idea of beer bottles as side bars of goal posts was conceived keeping in mind the brand's association with FIFA and passion for football.

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 campaign. We leveraged this tremendous opportunity across OOH media by tapping into platforms available at key entertainment hubs, malls, airports and arterial junctions and tapped into innovative formats of execution.”

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 connect the audience and brand Budweiser with football as the backdrop and the team came up with this idea of recreating a billboard as a life-sized golden goalpost. After spending 43 man-hours and putting 219 kilos of 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 the spirit of one.”

Credits:

Client: Budweiser

Agency: DDB MudraMax

Unit Name: Clear Channel Mudra

Client Lead: Partho Ghose

President: Mandeep Malhotra

Head of Ideas: Aneil Deepak

Creative Director: Sandeep Mishra

Group Design: Rishi Wadhawan

Info@BestMediaInfo.com

Info@BestMediaInfo.com