AGENCY: WE! Interactive
CLIENT NAME: Heineken
Campaign started: June 1st, 2017
Campaign ended: July 31, 2018
Created at: September 11, 2018
The challenge was to open the world of Heineken to a new batch of Singaporean consumers. Research showed that there was a growing business problem with new imported beers from microbreweries that were now entering the Singapore market. Leveraging the upcoming world cup, Heineken had a chance to re-establish itself as one of the most recognised beers in the world (192 countries.)
Global Tagline: Open Your World
- Creative Strategy
To engage our consumer with the Heineken brand a contest was developed to challenge our Singaporean consumers with a test of their general world knowledge of geography and social graces. This online contest asked consumers to identify a city in a picture and match it with the appropriate toast.
Moscow = Za Vasche Zdarovje!
Japan = Kanpai!
Amsterdam = Proost!
Monoco = A La Votre!
If you answered correctly, you would be asked to enter your name and phone number to redeem a Heineken Pint. Once we captured that data, the winner would be sent an electronic coupon via SMS that they could redeem at a participating Heineken retailer.
The solution used a combination of traditional advertising, Facebook advertising, and display advertising to drive consumers to a dynamic microsite to conduct the contest.
- Target Audience
The target is Singaporean men, premium beer drinkers, with a worldly outlook. Always looking to enrich their lives with knowledge and experience.
Cultural insight: Singaporeans love to ace a test. Any test of knowledge. Especially when the reward is an ice cold Heineken as a free giveaway.
- Facebook Ads
Targeted Facebook ads, Display Advertising and Out of Home Media like transit advertising.
For a market as small as Singapore, we drew in more than 3000 participants.
1/3 of these participants did redeem their free pints from the outlets which in turn drive footfall for Heineken Trade partners and drive up the revenue for them.
Further results included a fresh list of consumers that we will now include in our future CRM efforts and marketing campaigns.
Campaign element description:
The following campaign elements include:
- The contest ads that drove consumers to the website.
- Screenshots of different cities.
- Screenshots of the response mechanism
- Screenshots of the digital coupon to redeem your free pint.