With virtual reality rapidly becoming an integral of experiential brand launches, Allied Global Marketing (AGM) has successfully launched an immersive campaign across Dublin to introduce Heineken Ireland’s latest product, Birra Moretti Sale di Mare, an unfiltered medium-bodied premium lager.
Combining the allure of Italy’ serene coastlines with advanced VR technology, the campaign invites customers to engage directly with the brand in an innovative and memorable way.
In alignment with Birra Moretti’s brand ethos of “Enjoy Life’s Simple Pleasures”, AGM designed custom-built viewfinders featuring hidden virtual reality headsets at select venues across Dublin.
As part of the experience, customers are transported virtually to the picturesque Italian coast, tasked with spotting a pint of Sale di Mare hidden within the stunning scenery. Participants who successfully find the pint are rewarded a freshly poured sample of the product.
According to AGM, the campaign, currently rolling out over five weeks in prominent Dublin venues, “creates authentic brand engagement by emphasizing the relaxing, slowed-down pace of life associated with coastal Italy.”
“By utilising innovative technology solutions in a smart manner, we’ve delivered a truly unique virtual experience that elevates consumer engagement. This campaign not only captivates audiences but also authentically positions Birra Moretti Sale di Mare as synonymous with life’s simple, pleasurable moments,” says Jonny Davis, EVP, Allied Global Marketing.
