Sol Sun Terraces

Starting point

Sol beer, created under the Mexican sun in 1899, has sun in its core. The sun is repeated in the name, in the serving traditions and it also gives this beer a beautiful golden color. Sol’s goal is also to “feel” like sun: each beer sip should feel like sunshine – just nice and easy.

Restaurant industry suffered great losses because of covid-19. Crucial part of the brief was to help restaurants after the challenging times by inventing ways to allure consumers to restaurants and terraces during the upcoming summer. Besides this, Sol beer has a steady market position in Finland, but brand wanted to own “sunny moments” even more strongly.

Insight

Finnish people don’t have that much sunshine throughout the year, which makes Finns really crave for it. Once they get the first glimpses of sun after the long winter, it makes everything feel nicer and easier.

Sol wants to help Finns to enjoy sunshine when it’s possible, so that no-one needs to wonder when and where to go in order to get most out of the sunshine.

Creative solution

Sol Sun Terraces is a digital restaurant map embedded to a website, which shows which terrace has sunshine and at what time of the day. You don’t no longer need to wonder, where to go and enjoy sunshine and cold beer – Sol Sun Terraces -map does the work for you.

Sol Sun Terraces is a useful digital service and a campaign, which:

Execution

Sol Sun Terraces -map covers whole Finland with the total of 1250 different restaurant terraces. Most of those terraces sell Sol beer, total of 930 terraces. The map is designed to show the closest terraces, but user can also choose their favourite place, even if it would be a bit further. The map also shows the individual sun-shining hours for each terrace. The restaurant itself didn’t have to do anything, we calculated the sunshine hours using applications (SunCalc, Sun Seeker, Google Earth Pro) that take into consideration e.g. sunrise, sunset, shadow length, sun position, -phase and -height.

Sol Sun Terraces was launched just before May Day 2022 and it was advertised nationally with social media and dynamic display advertising throughout the summer. In order to make the display advertising as effective as possible, we created map-embedded interactive banners, which based on user’s location, show the closest terrace on the map. Users were both able to use the map in the creative or go to the landing page to find the nearest terrace where the sun is shining. This way we were able to utilise display advertising fully and reach the target group’s attention.

Since all the restaurant information and individual sunshine hours have been specified, the service can be effectively exploited in the upcoming summer seasons.

Links

Link to website:
https://sol-aurinkoterassit.brbr.ninja/

Link to interactive banner:
https://preview.nexd.com/live/rTduHbbdOXzu

Results

Sol Sun Terraces was a huge success in terms of sales. Total of 1250 restaurant terraces joined the campaign. Moreover, 113 new terraces applied and joined the campaign during the summer.

Especially in programmatic advertising the creatives performed very well in terms of exposure and interaction. Sol’s average CPC dropped by 55% from its 2022 programmatic average, sending it much below market average. Click through rates grew by 197% from its 2022 programmatic average, reaching as high as 1,1%. The highest engagement rate for the interactive banner was 11,93% and overall engagement across all banners was 10,9%. All together 176K people engaged with the map solution on the banner. Banner interaction/ engagement time on average was 10-14 seconds. The results are higher than any type of static or animated banner would have delivered. The results outperformed all the previous programmatic Sol campaigns in year 2022 (avg. CTR% 0,32-0,43% / CPC 1,5-2€).  

Numbers (programmatic):

Budget

Concept design: 9 420€

Visual design of the website: 4 800€

Technical development of the website: 8 410 €

Design and technical production of the interactive banners: 5 850 €

Maintenance of the website and the banners: 7 280€

Team

Client: Hartwall

Concept planning and visual design: Def Agency

Technical development (website): Barabra

Technical development (interactive banners): NEXD

Media agency: Tulos