2014 Winners & Shortlists

Results and Effectiveness

In only 3 weeks, “Battle of the Bars” connected with 12,000 customers, and more than 4,000 gamers, boosting sales by 400%, equivalent to 4,400 liters of Heineken.

Creative Execution

25 gaming booths were set up across Lebanon, people were then invited to buy a Heineken, get a code and play against a random player from another venue in real-time! A simple touch-based game, where players would alternate between shooter and goalkeeper for a round of 5 penalty shots. The leaderboard was put up on a Facebook tab; people could check their scores and those of their challengers, and gain even more points through a daily bonus question. The “battle of the bars” competition ran for a month, supported by targeted ATL & BTL communication, as well as, radio.

Insights, Strategy and the Idea

Heineken wanted to strengthen its relationship with the on-trade segment & raise awareness on its UEFA Champions League partnership by rewarding 10 loyal consumers to join the most exclusive event of the year, the Heineken Ibiza final. Keeping with the UEFA Champions league tradition, all the Lebanese fans hit the bars to cheer on their favorite teams. However, bars can only broadcast one game at a time, so friends end up separated, watching different games at different pubs. We launched Heineken battle of the bars. A real-time shootout game that keeps friends connected through 25 gaming stations installed in major sports bars and pubs.