2011 Winners & Shortlists

Brief Explanation

An engaging promotion was devised, including prizes and buying incentives, but we wanted to communicate in the point of purchase in a more relevant and engaging way.

The Brief

As a sponsor of the Dubai Rugby 7’s, Heineken wanted to engage rugby fans and beer drinkers before the big tournament.

How the final design was conceived

Ordinary tent cards and coasters weren’t going to cut it... so we cut them - and turned standard promotion material into a captivating bar game. Die-cut coasters could be assembled into mini rugby balls and tent cards served as goal posts.

Indication of how successful the outcome was in the market

Producing 9,000 rugby ball coasters and 1,700 rugby post tent cards, we distributed them across various bars outlets all over Dubai. For weeks, delighted beer drinkers challenged each other to the new craze of Pub Rugby while enjoying their Heineken.