SAM ADAMS

F O R T H E LOV E O F … . . O LY M P I C S

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THE BIG IDEA

• Sam Adams lacks the budget or the credentials to go up against the larger beverage advertisers like Heineken and Guinness, who already have roots in sport.

• Instead of trying to reach everyone and their dog, reach out to people with personalised messaging in areas where the message will resonate strongest with the audience

• DOOH advertising based on ethnic clusters• Partnership with Pearl & Dean for outdoor screening events and be the sole beer

vendor at these events• Mobile TV Syncing during the Olympic event

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DOOH: ETHNIC CLUSTERS

• The UK is a melting pot of different cultures and nationalities• Many of these nationalities live in clusters around the UK and in particular,

London• Alter the messaging of the ad based on the most dominant nationality to

shout out the relevant team that is competing– Eg. Wandsworth: For the love of Long Jump, South Africa take Silver, but with

Sam Adams, you can take home gold.• Work with a OOH media owner to create assets using Sam Adams’ image

library

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PEARL & DEAN PARTNERSHIP

• Each year P&D put on pop-up cinema venues across the country in unique locations with 560 screenings

• Partner with P&D to be the exclusive beer provider at their pop-up screens for regular screenings as well as screenings of the Olympic events

• While association with the Olympics is important, it is also important to extend Sam Adams association beyond the event.

• By being the beer provider for all of the pop-up screenings, Sam Adams will be able to be a part of the intimate moments and create a more emotional connection with the audience that will last beyond the Olympics.

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TV SYNCING• Companies like Wywy or Mediasynced offer brands a unique opportunity to target viewers in key

second-screen moments by seeding out content across Mobile, Tablet and Desktop devices• Brands can trigger their ads to launch in key ‘moments’, such as England coming first in the 100m• AMNET, Dentsu Aegis’ programmatic desk, is able to programmatically sync mobile with TV in order to

optimize reach towards people who are most likely to engage with the ad.

• AMNET is also able to create custom ads dependent on the nation competing and the nationality of the person receiving the ad so that the ad appears both relevant and personalized.

• As BBC have the rights to air the Olympics this is a perfect opportunity to advertise in an event that will largely be ad-free, meaning less clutter.

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CHANNEL MIXChannel Role/Insight Budget

Split*Dynamic OOH Identify areas with dominant ethnic clusters and serve ads calling

out the country they are most likely to be supporting£70k

P&D Partnership

P&D host several outdoor screenings across the country such as the Luna Cinema and Rooftop Film Club with an estimated 185k admissions. This will drive trial of Sam Adams and align it with popular cultural experiences

£173k

TV Syncing As people are watching the games, serve ads that update in real-time to capitalize on multi-screening.There has been a documented increase in second-screening and a recent study by RadiumOne highlighted that for the upcoming Euros, the average prompted tournament association of the top ten sponsors is only 36%

£30k

*Exchange rate applied = 1:0.68. USD 400k = GBP 273,261