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Corona celebrates sunsets with music and culture festival

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For some, a sunset signifies the finale of their day's plans, but for AB InBev's beer brand Corona, it is the beginning of the fun to come as it held its second edition of its global festival, Corona Sunsets Festival, in Hong Kong with local and international music, arts and crafts workshops and beers.With an aim to bring sunsets to life through the excitement of music and culture, the event took place on 3-4 November at Stanley Plaza. Joe Pau, marketing and trade marketing manager of Corona Hong Kong told Marketing that with a multi-cultural background, Hong Kong is a perfect host location to showcase to different countries across the APAC region, and especially to the China market."Hong Kong is also able to build best practices among the APAC region as we can organise a great event in a relatively smaller space than other countries, which perfectly illustrates how we can fully utilise the limited space to provide extraordinary experience to the public."[gallery link="file" ids="204130,204131,204111,204110,204109,204133"]In the US, Corona may enjoy its fame and is familiar by many, but across the pond in Hong Kong, Pau said its target consumers are the ones who love to reconnect with nature after work, especially those who love the outdoors and the beach.When it comes to beer, local consumers do have a broad range of choices across categories, but he said what makes Corona’s brand unique is its strong brand association with the beach, outdoors and rooftops along with its signature lime ritual.Many brands have tried to duplicate this, however our positioning and DNA is so strongly grounded that Corona is consistently unbeatable. We need to be consistent around the world year on year and make it unbeatable like now.In addition to attracting some 6,000 people to join the festival, the sales also increased several times across bars at Stanley during the two-day event, Pau said.He believes the event can enhance its consumer’s brand loyalty in the long term, and spillover to provide consistent brand growth across all bars and restaurants in Hong Kong.As part of its global initiative, the local office has to follow strict brand guidelines for the festival in order to provide the same look, feel and experience across countries, but it also managed to find ways to localise it for and resonate with the host city. One such method is by inviting local music talent - in this case Supper Moment - to drive local relevancy and attractiveness for the festival.Pau added that music is one of the most important elements of all engagement because not only does it set the atmosphere and flow of the event, it can also bring people together."New event experiences are always able to attract the attention of the new generation. It is not only about the music but also the overall party experience, like new location, band, DJ, craft workshop, etc. These are able to drive the interest of the new generation to participate and share on their social platforms."

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