Orchard Thieves is one of Heineken Ireland’s biggest success stories. After just over two years, the brand is gaining a steady increase in the cider market. Working with Orchard Thieves since its launch, the ambition for the brand is increasing with its market share.
The Youth Lab, our insights and strategy team, unlocked a bold, current insight: Irish 18-35 year olds are overwhelmed by choice. Over a third of them spend ‘hours’ trying to reach a decision on where to go on a night out.
To help combat this indecision, Orchard Thieves created a rallying call for cider fans and would-be cider fans alike: START Bold END Bold. Start your night with the boldest cider around, and watch the boldest night unfold.
To bring START Bold END Bold to life, we delivered a two-day, hip-hop, pop-up immersive experience for adventure seekers. Our new Events Team hunted down and took over an abandoned city centre location on Dublin’s Dame Lane and transformed it for an epic BE BOLD experience. Working with our incredible design partners Exhibit Design, we created two intimate venues within the space – one a forbidden library, the other a derelict chip shop, and together we hosted the boldest event of 2017.
Orchard Thieves fans went nuts for tickets for this mysterious event – demonstrating that the brand’s essence was enough to create intrigue and sell-out in just over a week.
The custom-built space was created by our in house design and staging teams working with our design partners Exhibit Design. Making the experience epic, we had limited-edition cocktails, rappers, B-boys and B-girls and challenges that rewarded boldness at every turn. And, of course, delicious fish ‘n’ chips served with a cool pint, or bottle, of Orchard Thieves.
But, it wouldn’t be an Orchard Thieves experience without a spontaneous, epic moment worth snapping and sharing. Those lucky enough to nab tickets to the START Bold END Bold finale were treated to an extra special performance as Grammy-award-winning R&B superstar Ashanti shocked the crowd, delivering a jaw-dropping performance that spread through social media like wildfire.
This Instagrammable, Snapchattable, fully immersive experience yielded some bold results. A two-day sell-out event with 650 tickets sold; there was a social reach of 1,747,295 with total impressions of almost 500K and a whopping PR reach of 10,757,151.
Why have a billboard when you can have a truck?
While most brands opt to invest safely in traditional media to communicate their personality and immerse themselves in culture, our clients’ relentless appetite for genuine brand boldness resulted in an unusual piece of brand work – the creation of Orchard Thieves’ very own hip-hop chip-shop on wheels – “The Start Bold Truck”.
The super-slick, suped-up Start Bold Truck rolled into towns and villages across Ireland bringing banging hip-hop tunes, signature Orchard Thieves battered fish ‘n’ chips AND vouchers for free pints of Orchard Thieves (redeemable in local bars).
For Orchard Thieves, we’ve continued to Start Bold, End Bold. Now, wait to see what’s in store for 2018...