The objective was for Fosters beer to grow at 15-20% higher than the industry in priority markets in India. To establish the concept of "Art of Chilling" among core consumers and promote relaxation. Fosters partnered with INOX multiplexes to activate the brand experience. They branded rows of seats and created an "F-Zone" relaxation area, giving out vouchers for beer. The activation highlighted Fosters' proposition of chilling and received positive PR coverage. As a result, Fosters grew 16% higher than the industry the previous year, exceeding their growth objective.

1. Business challenge:
The objective was for the brand to grow at approximately 15-20% higher than the industry the
previous year.
To focus on the take away and home consumption occasion of beer consumption in metros and 10-40
lakh towns within priority markets.
Consumer Challenge:
Establish the concept of Art of Chilling with Fosters among core consumers
Art of Chilling - best signifies the key facets of Foster‟s imagery which are about sun, sand,
beaches, relaxed, laidback, wind-down, humourous, Aussie ( read as international) etc.
Insight on target consumer:
Fosters is the 2
nd
largest player with the Mild Beer Segment in India. There are various
restriction on alcohol advertisements. At this point in time the mnemonic will play a very
critical role in promoting the brand.
Consumer Insight - In an increasingly complex world, the Foster‟s consumer in particular, are
looking for ways to be themselves and project a sense of having nothing to prove, yet have
the confidence to be more easy-going and sociable.
Cricket & Movies drives the consumers – is more of a religion in India. (Passion Index of
Cricket - 132 & Movies - 128)
Strategy
Bring alive one of the core passions of target group – “movies”.
The experience of watching movies is superior in a multiplex and is also a hangout joint for the
consumer. Consumers spend a lot of time together in a mall / multiplex. The key strategy was to
reach out to consumers in a multiplex to give them a true experience on relaxation. We tied up with
INOX (a multiplex chain in India).
This is the first time ever that any brand has done such an activity in Multiplex. It is a never
before used medium
Activation
The activation had branding as well as experience elements.We branded the complete “F” row seats
with Fosters branding in the cinema hall. All the “F” row seats had specially made cushions and head
rest to make the experience of watching a movie more comfortable. Apart from these, gift pouches
that included a stress ball, wet tissues and some goodies were also placed on the “F” row.
And the special highlight….We created a The „F-Zone‟ just outside the cinema hall entrance. It was a
specially created area which had a relaxation chair along with a foot massager that helped consumers
truly relax while listening to some chilled out music, or watching the Fosters art of chilling videos
within the MultiplexThe entire activity was linked to sales promotion. Consumers were given away
special vouchers at the zone that could be exchanged for 6 cans of Beer that had to be necessarily
take away.
This activation generated a huge amount of PR as well. About 16 local celebrities joined the activity
and experienced the F-Zone, which resulted in a lot of coverage in the local newspapers.
Captivation:
The association was a huge success. The experience at the cinema hall amply highlighted the brand
proposition that Fosters is all about chilling & relaxation and is best consumed when consumers want
to relax. There were improvements across all brand parameters as shown below : The brand grew by
16% higher than industry previous year.
Submitting Agency: Starcom Bangalore
Client/Brand: SAB Miller/Fosters
Campaign Title: Fosters “F Row” Inox Activity
Client Description: Mild beer
Period May 2010
Contact Vehicles: Multiplexes
Agency Credit (name, phone,
email)
1. Sriram Sharma
2. Swarna Nayak
3. Usha RK
E mail:
sriram.sharma@starcomindia.net
Tel : +91 9741777090