After weeks of lockdown, there are many who are looking forward to having a beer in a pub or bar again. But, with social distancing rules still ongoing in many countries, the pub isn't quite what it used to be. (In the U.K., for example, where pubs open this weekend, every customer will have to register their details and they'll only be able to drink with the person they came with.)
Nevertheless, New Zealand beer brand Emerson's has found a way to embrace the new circumstances, with a campaign via DDB New Zealand that allows two friends at a time to reconnect in a special pop-up pub. The so-called "Tiny Pub" can host a party of two and comes with a tiny dartboard, piano, one bartender and a one item menu. It has been touring the whole country for the past week with bookable time slots of 27 minutes for each duo -- and 48 hours after its launch, all the slots were already booked out.
“Kiwis have realised just how much they’ve missed the simple pleasure of catching up with a friend for a beer,” said Dave Pearce, General Manager, Craft-Lion, in a statement. “We have been craving the joy of uninterrupted face-to-face conversation, it’s uncomplicated and it builds an unhurried environment to properly enjoy a pint of Emerson’s – we wanted to capture that familiar feeling for Kiwis, through Tiny Pub.”
The campaign is supported by a two and a half minute film, seen here, which shows two friends catching up at the pub on a remote beach, as well as shorter ads, social media, Out-of-Home ads and PR.