Akcelo transforms the fan zone at LIV Golf Adelaide into an immersive brand experience with the Minus 196 Konbini, a pop-up bar embracing Japanese aesthetics, designed to engage attendees through interactive elements and cultural storytelling, enhancing brand engagement in the alcohol sector.
At the recent LIV Golf Adelaide tournament, Akcelo successfully transformed the fan zone into an immersive brand experience with the Minus 196 Konbini, a pop-up bar inspired by Japan’s iconic convenience stores. This activation not only served to promote the Minus 196 brand but also aimed to engage attendees through cultural storytelling and interactive design.
The Minus 196 Konbini was conceptualised to offer attendees a high-impact sensory experience. Its design embraced functional, minimalist aesthetics while incorporating playful elements intended to spark curiosity and encourage exploration among visitors. Central to this activation was an interactive space featuring oversized lemons, creating a relaxed environment for attendees to enjoy their Minus 196 beverages. Additionally, the Konbini Cart—a custom-designed golf cart located in the “car park” area of the Konbini—provided a popular backdrop for photos, further enhancing visitor engagement.
Nishant Samuel, Group Marketing Manager at Suntory Minus 196, praised Akcelo for their execution, stating, “Akcelo did an incredible job bringing our Japanese heritage to life in a way that resonated with the audience at LIV Golf, creating a memorable experience that captured the essence of our brand.” This indicates a clear appreciation for the agency’s ability to translate cultural identity into a compelling marketing strategy.
Aden Hepburn, CEO of Akcelo, elaborated on the objectives behind the installation, saying: “Every detail of the Konbini activation was designed to reflect the bold, innovative spirit of Minus 196. We wanted to draw visitors in with incredible visual storytelling and a seamless user experience, bringing the brand’s personality and flavours to life.” This emphasis on user experience aligns with current trends in the alcohol industry, where experiential marketing continues to gain traction.
The collaboration between Minus 196 and Akcelo marks an ongoing partnership aimed at evolving the brand’s activation strategy. Previous successful initiatives include the Extreme Vending Machine featured at SXSW 2023 and the Adelaide Fringe 2024. Such consistent innovation in engagement tactics positions Minus 196 as an adaptable player within the competitive landscape of alcohol marketing.
In conclusion, the Minus 196 Konbini at LIV Golf Adelaide showcases the potential for cultural experiences to enhance brand engagement in the alcohol sector. For industry professionals, insights from this activation may offer valuable lessons in utilising cultural themes and interactive elements to forge deeper connections with consumers. As brands continue to innovate in experiential marketing, the successful execution of such activations can significantly influence market positioning and consumer loyalty.
Source: Noah Wire Services
