Beer brand 1664 Brut looks to transform classic tram rides into mobile speakeasys

French beer brand 1664 Brut is transforming one of classic Hong Kong's trams into a rolling speakeasy, offering its beer and a curated menu that reinvents classic local flavours.

Also known as the “1664 Brut tramoramic tour”, the campaign is running from 16 to 18 August 2024. Registered guests can board the tram at either the Whitty Street Depot or Causeway Bay Terminus and will be served 1664 Brut beer paired with local food, Cantonese classics, Vietnamese street food, and global flavours.

While food is an indispensable part of life, particularly in Hong Kong which is known as the "culinary paradise" with a wide variety of cuisines, the campaign aims to convey the message that the 1664 Brut beer pairs perfectly with different cuisines, said Kevin Choo, marketing director, Hong Kong and Taiwan, 1664, during an interview with MARKETING-INTERACTIVE.

Moreover, with the rise of speakeasy bars in Hong Kong, 1664 Brut has brought the food pairing experience to an unexpected venue - a tram with a speakeasy-inspired interior design. This aligns with the brand's ethos of "Good taste with a twist,” Choo said.

The tram is a quintessential symbol of Hong Kong, and nothing beats enjoying meticulously curated menu items that reinvent classic Hong Kong flavours while raising a glass of 1664 Brut against the stunning cityscape.

Offering a tangible brand experience

The campaign is done in collaboration with creative agency Cheil Hong Kong, event agency What If Hong Kong, PR agency Purple Hong Kong, media agency iProspect Hong Kong, and social media agency Meology. It targets consumers aged 25 to 40 who enjoy pursuing excellent flavour across culinary, beverage, and lifestyle experiences, and who love creating memorable moments.

"While consumers nowadays are inundated with information and are no longer passive recipients of brand messages, the campaign provides a tangible brand experience that allows the brand to engage with the target audience on an emotional level," Choo said.

While the tram activation will run for two days, the overall advertising campaign will continue until mid-September. It is promoted through social media, KOL content creation, and mass media. 

"Through this campaign, we work with agencies to amplify how 1664 adds simple pleasure to everyday occasions. At the core of the campaign, 1664 is celebrating the diverse and vibrant local flavours of the city in a playful yet sophisticated way, on board Hong Kong's iconic tramways," Choo added.

Our vision is to redefine the beer experience and become a leading premium lifestyle brand.

To further consumers, 1664 Brut has developed two CGI social media posts for its own channels as teasers and announcements for the activation. “By using CGI, we aim to vividly showcase this extraordinary tram experience and build anticipation for our events,” Choo said.

From a broader perspective, Choo said this type of contextually-embedded marketing activation may help facilitate meaningful brainstorming and allow marketers and advertisers to surprise receptive audiences and enhance brand interaction in their daily lives. 

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