WHAT'S CHRISTMAS WITHOUT RED & GREEN?
| Brand | BRASSERIE ALMAZA |
| Product/Service | HEINEKEN |
| Entrant | JWT Beirut, LEBANON |
| Category | Use of Digital in a Promotional Campaign |
| Entrant Company: | JWT Beirut, LEBANON |
| Sales Promotion/Advertising Agency: | JWT Beirut, LEBANON |
The Brief
In Lebanon, beer is a seasonal drink mainly consumed in summer. Knowing that Heineken enjoys 80% of the market share in the imported premium category, it needed to reconnect with its loyal consumers during Christmas. Reminding them that Heineken is a great choice for any month and occasion. It is also a true icon of celebration.
Describe how the promotion developed from concept to implementation
The idea was to bring all the Lebanese from Lebanon and abroad together during Christmas over a beer.
To break through the cluttered media scene, 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 Lebanese to visit www.coloryourchristmas.com to light it up. The website was directly synced to the giant bottle.
Describe the success of the promotion with both client and consumer including some quantifiable results
The activation was launched 12 days before Christmas, with little pre-launch activity. To our surprise the campaign achieved phenomenal results. Over 30,000 unique visitors from over 130 countries and 1132 cities worldwide. On December 24th at 2:00am in the morning, the bottle was fully lit. The daily activities on the site, as recorded by Google analytics were in thousands. The total online activity reached was 76 million impressions by the end of the activation.
A third of Heineken’s yearly growth in 2011 happened in the month of December when we ran the Christmas campaign.
Explain why the method of promotion was most relevant to the product or service
In line with Heineken’s “open your World” platform, the activation was built on sharing and collaboration. A simple and powerful implementation of the brand’s point of view. Moreover, the unique colors of Heineken made it impossible for another brand or product to carry out such activation.
Credits