3. 33% of clubbers enjoyed a Heineken on the night
4. Volume was up 100% on previous New Year
Creative Execution
We designed a bar as a giant World Clock. We made an interactive screen, featuring a world map, from Heineken bottles. When midnight hit key expat cities, the display would count down and light up. Then we’d get that New Year’s party started with podium dancers, custom animations and Twitter messages using our hashtag.
Insights, Strategy and the Idea
Heineken wanted to increase beer sales and elevate brand perception at Zero Gravity, one of the biggest club venues in Dubai, on the biggest night of the year – New Year’s Eve. The problem was that consumers generally switch from beer to spirits like vodka when they hit the club.
We built on a powerful audience insight: as 92% of Dubai’s population are expats, most clubbers have one eye on midnight back home on New Year’s Eve, as well as celebrating at midnight Dubai-time.
Our idea was to enable clubbers to celebrate EVERY expat New Year throughout the night.