Asahi
PM was selected by Dentsu, a Japan-based incumbent agency, and Asahi Beverages International to manage their largest sales-focused event in Southeast Asia to date.
THE CHALLENGE
PM was selected by Dentsu, a Japan-based incumbent agency, and Asahi Beverages International to manage their largest sales-focused event in Southeast Asia to date. As part of this project, the PM team was flown to Japan to meet with Asahi's international brand team and tour the company's brewery and Tokyo-based activation property.
The goal was to replicate the successful Asahi Extra Cold experience in Sydney, and PM was tasked with bringing this vision to life.
“PM were invaluable to this project, without them, this project simply would not have happened. They have been amazing to work with, pulling off the impossible, with an eye on every single facet of the project, working between multi-national teams, multi-lingual teams, supplying us with a thorough understanding of the project at each and every turn. Thank you!”
Katie Jane
Group Account Director, Dentsu Aegis
OUR APPROACH
Over a period of 10 months, PM dedicated its resources to selecting the perfect venue for its client's target audience and the surrounding on-premises businesses in the Sydney CBD. The team then proceeded to manage all aspects of the event, including planning, licensing approvals, venue design, construction, theming, and delivery to a PM-appointed F&B supplier. Live activation management was also provided by PM to ensure a seamless and successful project.
Furthermore, PM was proud to be the first temporary trading license holder under the newly installed CBD liquor licensing laws, demonstrating its commitment to compliance and professionalism in all aspects of project management.
The result
PM's hard work and dedication paid off in the form of a bespoke, branded Asahi Extra Cold experience venue that was carefully crafted to meet sales targets over an 85-day period. The outcome of the project was nothing short of phenomenal, as the venue managed to exceed the brand's targets by achieving the required amount of serves in just 35 days of operation.
This success also extended to on-premise targets for on-tap representation in the Sydney CBD, further solidifying the effectiveness of the PM team's planning and execution. As a result, the Sydney operation was the most successful operation to date, outshining even the six Tokyo-based and two South Korean-based Asahi venues that had been previously rolled out across the region.
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