+
Seltzer together, buds
1
+
The Challenge
Educate 18-34s about seltzers, making Bud Light Seltzer the drink of choice this summer.
The Insight
Young people especially are going to be making up for a lot of lost time this summer and they will be relying on Time Out to get the lowdown on the very best experiences to be had across the North, East, South and West of the city.
COVID has had caused devastation across the entertainment sector over the last year, with bars, pubs, restaurants and talent closing their doors for good.
The Strategy
Bud Light Seltzer will inject the fizz back into local lost businesses of 2020 by sitting at the centre and being the taste of reunion when the city starts to reopen.
The Brief
2
“Seltzer together, buds”
On the first official lockdown-lifted weekend Time Out will utilise it’s authority on all things entertainment, food and drink.
Time Out and Bud Light Seltzer will facilitate a string of outdoor events across the city which will be hosted by surrounding owners of small COVID-closed bars, pubs and restaurants, including entertainment from nearby performers and artists.
Bud Light Seltzer will bring people together to socialise, support and celebrate their local talent, as well as inspiring them to explore and experience something new further afield.
The Big Idea
+
3
+
Why Time Out?
Time Out has a relationship with it’s readers like no other. Our audience are early adopters and trend-setters. With that comes an innate curiosity and appetite to discover new experiences which they share with their peers across social media.
Over the last year there has been a huge shift when it comes to young people responding to issues and topics they are passionate about. It now goes way beyond an angry tweet that is forgotten about it the following the week.
Time Out is at the heart of 328 cities across the world. We are an outlet that is not only heard, but actively listened to.
320%
More likely to eat and drink at trendy places
91%
Live in urban areas
10x
Visits to bars and pubs
(monthly)
TGI GB QI 2020
4
Mock-ups
+
Event
On the 26th + 27th June Time Out and Bud Light Seltzer will facilitate four events across North, South, East and West london. These events will be hosted by local small bar, pub and restaurant owners affected by COVID-19. Bud Light Seltzer will be served on the day, allowing communities to support, celebrate and seltzer, together.
Educational and inspirational advertorials will be written to raise awareness and drive ticket sales.
Each magazine will house content relevant to the location, meaning East London stories will appear within East London issues etc. this hyper-relevant content will connect with readers, encouraging them to reconnect the bars, pubs, restaurants and talent they know and love - with Bud Light Seltzer at the core of all messaging.
5
+
Brought to you by
In the lead up to the event content will be shared across Facebook and Instagram, as well as live coverage on the 26th & 27th June.
We will interview the owners for extra posts and insight - making the content super shareable means users will be able to easily inform local friends and family, increasing ticket sales and boosting campaign performance.
Advertorials will sit across timeout.com within contextually relevant environments, ensuring Bud Light Seltzer branding is across all content.
We will also carry Bud Light Seltzer Display formats across Love Local, Food & Drink and Things to do to increase reach and awareness.
6
Digital
Social
+
Deliverables
4x DPS advertorials
4x Display half page
Geo-located issues with content relevant to each area across London
Online Articles across Love Local, Food & Drink and Things to do
4x Instagram posts & stories
3x Facebook online article shares
4x events - North London, East London, South London, West London
Bud Light Seltzer branding across entire event including leading promotional comms.
Digital & Social
Event
1,249,950 total billboard/MPU/mobile interscroller impressions across Love Local, Food & Drink and Things to do.
Added Value
7
Seltzer together, buds
8