Beefeater London Town is a festival of London’s food, culture and music, with DJs, bands and vintage shopping. Beefeater’s goal was to raise brand advocacy by bringing the best of London culture to Madrid, Seville and Barcelona.
We were asked to devise a data-driven creative strategy to increase visibility, communicate event information and bring in festival-goers – all while staying within strict restrictions on alcohol marketing.
In partnership with the agency La Despensa and media company GroupM, we created a dynamic online campaign involving hundreds of targeted, tailored messages.
The joy of six
Beefeater asked us to convey six key messages. These were based around the four event spaces (music, culture, food and the market), generic information about the festival, and the benefits of the Premium Pass, which visitors could sign up to in advance.
To build up excitement and anticipation in the run-up to the event, the team also created a countdown banner, which was pushed to half the ad impressions.
2017 campaigns London Town
Static London Town