2011 Winners & Shortlists

The Brief

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

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

For weeks, delighted beer drinkers challenged each other to the new craze of Pub Rugby while enjoying their Heineken.

Explain why the method of promotion was most relevant to the product or service

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. Producing 9,000 rugby ball coasters and 1,700 rugby post tent cards, we distributed them across various bar/pub outlets all over Dubai.