APSOTW

1. SAM ADAMS
F O R T H E L O V E O F … . . O L Y 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 MIX
Channel 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