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BEER COMPANY HARP SET TO GET CONSUMERS READY FOR SUMMER

by on April 4, 2014
 

I went to a fantastic event yesterday. It was the launch of  Blush & Vixen at the heart of Shoreditch. There is something about the parties in Shoreditch at this time of the year, they are all very much geared towards getting everyone in the spirit for the summer. It seems like the creative hub of Shoreditch are not alone in their preparations for the coming of the good old ‘sun’ .  Communications agency, Smarts Communicate has been working closely with Harp Lager to spread the word that Summer’s getting closer. With the clocks having gone forward at the weekend, the Holywood-based marcomms team created five light-hearted filmed vignettes – which are going live every day this week on Harp Lager’s Facebook page – marking the official arrival of summer time.

The short films were created through ‘Amplify’, the content creation division Smarts launched last year to help brands tell their stories using a rich mix of social media and interactive content.

Smarts Communicate work for a number of global consumer brands on an international scale, delivering multimarket programmes around music and sport for clients such as Bushmills Whiskey (including the launch of this year’s BUSHMILLS LIVE 2014), Johnnie Walker, Coca Cola and British Airways.

Selina at Harp Shoot 1

The Summer’s Getting Closer – Look on the Harp Side campaign also features an ode to this most eagerly-anticipated of seasons penned by local actor, director and playwright Dan Gordon.

 Selina McElwee, Smarts Communicate, said: “We’ve been working with Harp for over a decade and recently we were tasked with creating an amplification programme to drive scale around the lager’s new marketing campaign, ‘Look on the Harp Side’. Last year we launched Amplify, our content-creation division, and thanks to that we’ve been able to encourage people to ‘Look on the Harp side’ through a series of short films. The films are a fun look at what summer means to the people of Northern Ireland. We feel they capture the sense of  humour and perspective needed in these parts to tolerate the inclement weather when other parts of the world are basking in sunshine.”

Well, we await our boxes of  Harp at the Brand Weekly office. Why? because we too are fully prepared to look on the harp side of life . Good bye winter and hello…to the summer!  Follow us on Twitter @brandweekly 

Click here to watch the Harp campaign