Case study
Time Out Hop-Up 2016
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“We asked Time Out to help us encourage our corporate tenants to stay within World Square for longer, after work. The Hop-Up was the perfect response. Time Out created, curated and staged the pop-up beautifully. Increased footfall and a full Square throughout the event was proof of that.”
Sophie Lim
Senior Marketing Manager, World Square (JLL)
Campaign objectives
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Tenant retention
To encourage World Square corporate tenants to remain within the precinct after work, to increase on-site F&B transactions.

Increase footfall
To encourage and increase independent visitation to World Square.

Brand positioning
To help further establish the precinct as a hub for high-quality CBD eating and drinking.

The idea
Sydney Craft Beer Week is a stalwart of Sydney’s cultural and culinary calendar. For a week in late October, thousands of beer nerds and ale aficionados congregate at dozens of events, from Bondi to Bankstown. Though the umbrella event is hugely popular, SCBW activations are typically held in pubs and craft beer bars around the city fringe and suburbs. Sydney’s CBD (where many of the event’s fans work) remained relatively untapped.

In collaboration with World Square, Time Out designed the Hop-Up to solve this. We built a pop-up bar under a marquee, to act as a hops-hub for the city’s thirsty workers. The bar was open for the duration of Sydney Craft Beer Week. Our core concept was to deliver a craft beer experience tailored for the city audience. This bar had to keep their needs in mind, while holding its own against the best beer events of the year taking place further from the CBD. To connect with this breadth of audience, the Hop-Up had to be accessible, understandable, but also authentic and authoritative.

The execution

We’ve been holding the Hop-Up annually for four years, and 2016 was our most diverse celebration of ale yet. We brought beers from around Australia to Sydney’s doorstep, to create the perfect excuse for city workers to knock off on time, for a whole week.

As well as the procuring the nation’s best brewers, Time Out curated a pop-up kitchen – with various resident chefs from the Burger Project to the Bavarian – plus live entertainment throughout the week.

By slipstreaming into the marketing and PR already created by SCBW – not to mention omnichannel promotion through Time Out’s owned media – we were able to sustain a high turnout throughout the week. To keep talkability up, and make sure we appealed to a diverse audience, we created different activations and events most nights. From tap takeovers to boilermaker sessions, and educational beer banter seminars to live music in the form of battling buskers, the Hop-Up’s line-up of events, entertainment and ales meant there was something to suit all tastes.

How we worked
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Platforms activated
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Live events
8-day event, including 5 individually themed secondary activations.

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Time Out magazines
Ongoing native content and advertising campaign, promoting the Hop-Up.

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Time Out website
Tailored digital promotion, including pre-event coverage, competition, feature seeding and 60,000 display impressions.

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Time Out newsletter
6 newsletter tiles and 2 newsletter display takeovers, plus 1 solus newsletter.

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Facebook
Multiple promotional posts and user engagement through Facebook.

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Instagram
Coverage through Time Out Sydney’s Instagram account, including one Story.

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Sydney Craft Beer Week
Independent promotion from SCBW through their printed event programme, website, newsletters and social channels.

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Third party promotion
Through our partner network, including: Nova 96.6 FM, The Shout, Crafty Pint, Sydney Film Festival, Brews News, Bottled Lightning Co, and a range of social influencers.

Campaign results
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8

day event, with 5 supporting activations within the Hop-Up

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100,500+

Estimated footfall to World Square throughout the duration of the campaign

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17,000+

beers poured

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3,000+

paying attendees

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32,000+

copies of Time Out Sydney magazine

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28,000+

active subscribers reached, with over 74,000+ individual newsletters sent throughout the campaign

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34,000+

estimated reach through third-party promotion

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11,000+

Page Views at 1 min 48 sec average page duration

What they said…
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Time Out says…
The Time Out Hop-Up 2016 was a demonstration of our ability to conceive, curate and execute market-leading activations.

Now with four years under its belt, the Hop-Up continues to evolve with consumer tastes. While continually striving to tailor Time Out products to the needs of our audience, we live, work and play alongside Australia’s craft beer tastemakers. This combination allows us to keep pace with the maturing zeitgeist around craft beer.

As with any Time Out product, a deep understanding of audience behaviour combined with long-held industry relationships informed our strategy for the Hop-Up. When you slipstream that level of strategic engineering behind a rocketship like Sydney Craft Beer Week, you know you’re onto a winner.

We look forward to seeing what we can brew up with our partners for the fifth annual Hop-Up, in 2017.

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