2011 Winners & Shortlists

The Brief

Heineken wanted to generate brand awareness in bars across Dubai and remind beer drinkers that they are the official sponsors of the Dubai Rugby 7’s.

Creative Execution

Tent cards are often ignored in bars/pubs and coasters unconsciously get ripped up at tables. We knew that these ordinary touch points weren’t going to cut it, so we cut them and turned standard promotional material into a captivating bar game. Die-cut coasters could be assembled into mini rugby balls and tent cards served as goal posts, highlighting Heineken as the official beer of the Dubai Rugby 7’s.

Describe the creative solution to the brief/objective.

We wanted to get rugby fans and beer drinkers in the rugby mood before the big tournament so we created an engaging promotion with prizes and incentives, but we took the promotion further in point of purchase by producing a game that got Rugby fans hyped for the tournament while enjoying a Heineken with their mates.

Results

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