2012 Winners & Shortlists

Results and Effectiveness

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.

Creative Execution

To break through the cluttered media scene (specially during the holiday season), a strategically located outdoor was booked for 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. The campaign ran for 12 days prior to Christmas and through radio programming and simple BTL people got online to light up the bottle before Christmas day. The targeted online messages and people’s participation dramatically increased the campaigns reach; consequently, the objectives were met one day prior to the original schedule.

Insights, Strategy and the Idea

In Lebanon, beer is a seasonal drink mainly consumed in summer. Heineken enjoys 80% of the market share in the imported premium category. Staying in line with its “open your world” platform, Heineken wanted to strengthen its relationship with loyal consumers during the Christmas season. Over 12 million Lebanese live abroad to help support the 4.5 million back home and for many years Lebanese families had to spend the holidays apart. The idea was to bring all the Lebanese from Lebanon and abroad together during Christmas over a beer.