Background/Challenge
Five Lamps' aim was to relaunch their beer with a dynamic, tongue-in-cheek event. Working with a new creative identity for the brand, based on Dublin vernacular (‘The Beer from Ah Here’) Neon were asked to create an event for both consumers and bar industry staff to assist the brand in returning to the forefront of the Dublin bar landscape, where it sat pre-Covid.
Our response
We created an event that was very much in keeping with the flavour of the ABL campaign. Joe McGucken was as earthy as the ‘Ah Here’ out of home advertising campaign, while Monjola featuring Aby Coulibaly established the brand’s street cred. DJ Steve Reddy kept the vibe upbeat through the night.
We used The Camden as the venue as it was the home of the Five Lamps brewery and meant we could deliver the most authentic of beer tasting experiences, accompanied by interactive experiences and creative food interpretations.
Execution
The first 250 guests received a Five Lamps branded tote bag filled with goodies - including the famous Five Lamps glass, bottles of the beer, a branded t-shirt and a bottle of ‘Scarlet for your Ma’ hot sauce.
We brought a fantastic line up of entertainment and activities. The main event was of course the Beer Tasting provided by the in-house brewers of Five Lamps. The talented poet Stephen Clare on hand to create bespoke poems on the spot for guests.
The entertainment line-up included:
Results
The response to this event was extremely positive and the results showed:
Client Testimonial
“Neon have managed two events for me this year, La Vida de San Miguel & The 5 Lamps re-launch event. The team were absolutely brilliant to work with. They made the whole process as seamless as possible, and their attention to detail was incredible. The team immediately understood what we were trying to achieve and proposed lots of great ideas about how we could bring the brands to life for the Irish consumer. Thanks to Neon’s hard work, both events completely exceeded my expectations, and feedback from consumers was very positive. The venues where the events took place were also highly complementary of Neon’s work. The Neon team are very supportive, proactive, and they work really well as part of an inter-agency team. I really look forward to working with Neon again in the future!”
Siobhan Casey- Five Lamps
