Coors Sponsors Glasgow University Union
The Brief
Edinburgh-based marketing agency, Guy & Co, reached out to us to assist them in a branding activation for its client, Molson Coors, to help launch its sponsorship Glasgow University’s student union.
At the heart of the brief was to ensure the Coors brand was always the star of the show. This involved our team installing a number of branded elements across two room in the union. But as well as the branded element, the activation also had to be fun, engaging, and interactive.
Prior to receiving the brief, Guy & Co had done its homework and knew what sort of activations and services we can deliver, so already had an idea of what it wanted us to deliver for the project – which gave us a great head-start.
The Solution
After receiving the project brief and taking part in a number of calls with the client, our team went to work on collating ideas and figuring out the logistics required for implementing them. The team also conducted a site visit to take measurements to ensure everything being installed would fit just right.
Once we’d completed all our fact-finding tasks, we developed a suite of ideas and suggestions which was shared with the client. Through our discussions with the client, our broad ideas were distilled into those which: a) hit the brief square on the nose; and b) remained in the client’s budget.
Once all discussions were concluded, we were tasked with:
Branding two DJ boxes
Creating a 12m Coors sign above the bars in one of the rooms
Implementing a song selection feature, making it easier for students to request their favourite songs
Installation of a snow machine
The creation and installation of multiple social mosaic activations
Just after the festive holidays, over the course of three and a half days, our team transformed the union into a fully branded, interactive destination for the university’s students to enjoy and dance the night away in.
This is only the beginning though; over the course of the next twelve months, using images captured by the union’s photographer, our team will create an install various iterations of the social mosaic activation – so keep your eyes’ peeled for more updates from this project in the coming months!
The Results
The results from this project are both intangible and tangible. Starting with the intangible – the branding – the feedback has been terrific. Not only is our client thrilled with how all the branding has turned out, but the union itself also loves how it looks. Unfortunately, we’ve only seen it with the house lights on, but once off and disco lights on, the colours of the branding work will ‘pop’, making the brand element even more impactful.
Turning to the tangible results, although at the time of writing the song selection activation had only been active for a few days, we can already see through the back-end of the system that students have made great use of the feature, requesting countless songs from the DJ.
Our expectation is that as students become used to having the ability to request songs through the touchscreen song selector, that song requests will increase and become an integral feature of the room.
Contact Us
If you’d like to talk to us about creating a branded feature as part of your campaign or event, or would like to learn more about our social mosaic activation, please get in touch with us here - we’d love to hear from you.
