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Michelob Ultra
Match of Aces
Event
Monterrey
May 2016
Experiential, PR
Context
A clash between tennis titans
Mexico is home to tennis fans who often struggle to find events that match their level of passion. It is a passion for connoisseurs, much like Michelob Ultra beer. For its launch in Monterrey, we decided to create something unique and emblematic: an exhibition match between two legends, Agassi and Sampras. Both players embody the active essence that Michelob Ultra explores today. For this reason, 2016 will be remembered for a historic match between this pair of aces.
Objective
For the official launch of Michelob Ultra in Monterrey—the first premium light beer in the Modelo AB InBev portfolio—the brand needed an event that would capture the city's attention, establish itself among the local "regio" audience, and generate the greatest possible buzz through media outlets, especially on social media.
Challenge
How could we create an unforgettable event for the city of Monterrey and link it to the brand values of Michelob Ultra, a beer that speaks to consumers with an active and healthy lifestyle?
The Idea
We decided to host an event featuring two tennis legends, Andre Agassi and Pete Sampras, at one of Monterrey’s most exclusive sports clubs: the Sierra Madre Tennis Club.
An event that would also capture the attention of tennis lovers and the entire city. Simultaneously, we organized several activities, ranging from a VIP dinner and an exclusive party to a stunt where Agassi played a surprise ping pong match with various fans. All these unforgettable moments were made possible by Michelob Ultra. There is no better way to enjoy a crisp, light, premium beer than while watching tennis titans in an epic match.
How did we achieve it?
We leveraged the significance of facing these two giants to organize a series of spectacular activities beyond the match itself. We began with a press conference featuring Sampras, Agassi, and the brand. We also executed a PR stunt where Agassi played surprise ping pong matches at a local shopping mall just one day before the event. There was a gala dinner with special pairings designed for Michelob Ultra, meet & greets with the legends, and a VIP cocktail party to celebrate a memorable event. The occasion was marked by a deeply moving moment: Agassi announced his final retirement from the courts (including exhibition matches), thanking the Monterrey public and making Match of Aces even more significant.
Concept
We created Match of Aces presented by Michelob Ultra, a unique event featuring two tennis greats—two prodigies who took the sport to another level. It was an unforgettable experience for all sports lovers in Monterrey and the perfect framework to position Michelob Ultra.
Two legends in a one-of-a-kind encounter for tennis enthusiasts.
