Sol Searching: Hyper Local Marketing to Drive Foot Traffic




The Brief
With the launch of new positioning ‘Espiritu Libre’, create a shopper marketing campaign for Sol Beer to drive consideration and footfall in BWS and Dan Murphy’s.

The Insight
Free spirit is what we feel when we break out of the rut through our passion such as sports, music, travel, long weekends etc.

Strategically, we wanted our consumers to get Sol Searching when they think of these occasions, so that
we can lead them to the waterhole.

The Idea
Get Sol Searching 

A 360 shopper marketing campaign to drive
consideration and help conversion through
contextual advertising and hyper-local mobile site.

Drive consideration:
Contextual advertising
– Outdoor placements closer to BWS
and Dan Murphy’s venues
– Hyper-local search

Make it actionable:
Hyper-local Mobile site
– Turn by turn directions
– Geo-fencing
– Launch – gift with purchase mechanism.




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