Summer 2013/2014 has undoubtedly been the season of the pop-ups, with Jacob’s Creek, Corona and Stoneleigh all introducing relaxation or entertainment enclaves to promote their products. And it seems that the trend is stretching into autumn, as Rekorderlig recently launched Rekorderlig Summerhouse, a bar modelled on a Swedish abode that will be serving drinks and snacks to visitors over the next two weeks.
Unveiled on 6 March at Auckland's Wynard Quarter, the Rekorderlig Summerhouse follows on from last year's Winter Garden installation, which was organised by Haystac and Apollo Marketing for around $400,000.
Despite this hefty price tag, Rekorderlig brand manager Emma Rock believes that the investment was well worth it.
"We estimate that 3,630 people directly experienced Rekorderlig Winter Lights, with total engagement for the campaign measured at over 3.4 million through social media and PR only," she says.
Haystac was again brought on to manage the new project, but the bill wasn't quite as high this time.
“We invested $300,000, which is a little less than Winter Lights, as we learned a few tricks along the way,” explains Rock.
And with this investment came another came premium installation that allows Kiwis to experience a slice of Scandinavian culture in Auckland.
“Every aspect from the furniture, the art on the house walls, the food, drinks, games and summer solstice floral head wreaths, have all been cleverly crafted to deliver an experience that imitates the best of Swedish culture,” says Rock when describing the venue.
A Rekorderlig release adds that inside the venue bright summer colours will share wall space with the photography of Agnes Thor, while Swedish-inspired background music chosen by an on-site DJ will set the ambience.
But this isn't the first Swedish experience that Rekorderlig has offered to Kiwis this summer.
In late January, the cider company hooked up with Darkhorse PR and several other brands to launch the ‘Swedish Taste Tour’ campaign, which saw a caravan driving to various summer hot spots throughout New Zealand.
"Our ... red caravan has been a huge hit. It’s helped us reach a whole new audience in a unique way and it’s been a great talking point. Traditionally sampling activity is confined to a bar, supermarket or liquor store, so you’re only able to capture those who already have your type of product in their repertoire. However, the 'Swedish Taste Tour' has allowed us to introduce the product range in a positively disruptive way within new environments," says Rock.
While each of these events have allowed Kiwis to sample Scandinavian delicacies – some delicious (cured salmon), some bizarre (shrimp-covered hot dogs) – it could be argued that three experiential marketing stunts in under a year steps close to the overkill line. But Rock disagrees.
"Our focus on experiential is driven by the desire to be more than just a product or alcohol brand – we’re all about lifestyle. We want to provide our consumers with memorable, engaging experiences and to build a lasting relationship with them."
She also adds that this approach has been good for business, even during the colder months when cider brands are expected to struggle.
"Last winter was the best season we’ve had in sales volume which goes to show, Cider can be enjoyed in the hot summer months or during the cold winter days. The brand’s market share actually peaked right in the middle of the Winter Lights campaign in July, which again drives home the impact of experiential."
And it seems that Rekorderlig's foray into the experiential won't end here, because Rock adds that the cider company's winter plans will be revealed soon.