WHAT'S CHRISTMAS WITHOUT RED & GREEN?
| Brand | BRASSERIE ALMAZA |
| Product/Service | HEINEKEN |
| Entrant | JWT Beirut, LEBANON |
| Category | Alternative Media |
| Entrant Company: | JWT Beirut, LEBANON |
| DM/Advertising Agency: | JWT Beirut, LEBANON |
The Brief
Heineken enjoys more than 80% of the market share in the premium segment. It wanted to reach out to and connect its loyal customers during the holiday season.
We decided to bring all the Lebanese together during Christmas over a beer. Although, the campaign was developed with the intention to deepen the bond between Heineken and its loyal customers, the campaign extended far beyond Heineken lovers.
Creative Execution
In line with Heineken’s “open your World” platform, the campaign was built on sharing. People logged on to website through their Facebook accounts and lit u the bottle in real time. Additionally, their names were displayed onto the website to forever remember their collaboration to the 2011 Heineken Christmas campaign.
The people’s participation dramatically increased the campaigns reach.
Describe the creative solution to the brief/objective.
What started out as a simple outdoor, developed into a one of a kind experience, never witnessed before in Lebanon. A giant Heineken bottle made of 1.8km of neon lights was constructed and placed one of the most high traffic areas in Lebanon. The bottle was missing its red and green colors.
And it called on all Lebanese to visit www.coloryourchristmas.com to light it up. The website was directly synced to the giant bottle.
Results
A third of Heineken’s yearly 2011 growth occurred in the month of December -when we ran the Christmas campaign.
www.ColorYourChristmas.com was monitored through Google Analytics and the following results were provided:
In only 12 days, and with an average time on site of 00:02:32, the website gathered 55,445 page views and over 30,000 unique visitors from over 130 countries and 1132 cities. And it generated 76 million impressions through out social networks.