THE REALITY
This year marked the first time the MOBO Awards were hosted in Manchester, taking place at the Co-op Live Arena. As the official beer sponsor, and sponsor of ‘Song of the Year’, 1664 Bière set out to build awareness of its partnership, while authentically embedding itself within the culture of the event and position the brand as a key part of the MOBO’s experience, whilst strengthening its relevance to house parties and nightlife.
STRATEGY
We wanted to get into the heart and minds of the Mancunians during the awards, build brand affinity with a music loving audience and encourage product trial. With just a weeks notice to achieve this, we focused on delivering a high-impact, location-based plan, leveraging D6 OOH placements across the city on the day of the event, supported by Uber advertising targeting journeys to the Co-op Live Arena, tapping into contextual relevance during and after the event.
This was further amplified by PR and influencer content, to build a deeper connection with the audience.
THE NUMBERS
Uber (Rides to co-op live arena)
- 43,828 impressions
- 17,715 completed trips
- 16,449 unique exposed users
- 75s dwell time
- 768 clicks
- 1.8% CTR (1.5-2% BM)
OOH
Estimated Audience Delivery by format (All Adults 18+)
- Reach: 93, 961
- 0.18% @ 3.31
- Impacts: 310, 757
Campaign Delivery (All Adults 18+)
- Reach: 104, 082
- 0.20% @ 3.45
- Impacts: 359, 301
