Brand | SIROCCO |
Product/Service | HEINEKEN |
Entrant | J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES |
Category | Fast moving consumer goods |
Entrant Company
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J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
|
Advertising Agency
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J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
|
The Brief
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.
Describe how the promotion developed from concept to implementation
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.
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 dancers and Twitter messages using our hashtag.
Describe the success of the promotion with both client and consumer including some quantifiable results
33% of clubbers enjoyed a Heineken on the night
Volume was up 100% on previous New Year
Explain why the method of promotion was most relevant to the product or service
On New Year’s Eve and an expat audience, a bar that delivered a ‘New Years of the World experience’ was 100% relevant to both product and audience.
Credits
Tristan Fitzgerald |
JWT Dubai |
Creative Director |
Mahesh Powar |
JWT Dubai |
Senior Art Director |
Filipa Mauricio |
JWT Dubai |
Art Director |
Nathalie Gevresse |
JWT Dubai |
Head Of Accounts |
Jaafar Atwi |
JWT Dubai |
Head Of Print Production |
Yulia Kurdina |
JWT Dubai |
Senior Account Manager |
Varun Karani |
JWT Dubai |
Account Executive |