In 2017, Lion challenged Spur to come up with a means to drive trial and awareness of the brand new Speight's Summit Ultra low carb lager.
The Auckland Marathon provided the perfect platform. An audience of 13,000+ participants of legal drinking age, many of whom cross the finish line with a thirst and a desire for a celebratory (guilt-free) beer.
Spur created an unmissable brand space within the Victoria Park finish line precinct. Race participants received a free Speight's Summit Ultra and enjoyed complimentary sports massages to help ease any post-race aches and pains.
Spur worked closely with digital agency YoungShand to ensure the smooth rollout of the online campaign amplification.
- Concept development
- Design & renders
- Liquor licence procurement and supply of Duty Manager
- Activation planning and on-site management