A customised approach to Guinness Six Nations sponsorship activation across 11 pub venues
Guinness understands the importance of activating sponsorship at the heart of the sport – on the pitch and in pubs. Verve – The Live Agency’s objective is to help make each experience unique, genuine and tailored to the specific location and audience.
Our partnership with Verve has seen us working on 3D grass painted logos at international rugby stadiums and transforming specially selected pubs across Greater London into Guinness meccas for major rugby tournaments.
The creative work from Verve needed to help encapsulate the distinct personality of each venue and of the fans they attract, making the best use of the space and environment in each one.
So it was really important for them to rely on a partner able to deliver accurately and consistently. The site-specific surveys we conducted proved to be fundamental to deliver the level of detail they had in mind. From our side, this is not only a matter of mere measurement but also of being able to suggest the best materials to use in order to get the desired visual effect.
The slightest mistake at any point of the process would have ruined the effect but the groundwork done, the smooth collaboration between our teams and the experience of our production and installation staff resulted in a convincingly effective venue rebranding.
And, as well as delivering consistently across 11 venues, our installation team were able to deliver the sponsor’s design concept whilst keeping the logistical access requirements of the venues, which was greatly appreciated by each pub manager.
“Verve are a fantastic team of creative, enthusiastic and dedicated staff and we love bringing their ideas to life. Knowing our work is being watched by millions of people on TV and in the pubs puts the pressure on, but gives us all enormous amount of job satisfaction.” Greg Craigen, Managing Director (UK), Amayse