Cannes Lions

BEER

JWT ITALIA, Milan / HEINEKEN / 2010

Awards:

3 Gold Cannes Lions
1 Silver Cannes Lions
3 Bronze Cannes Lions
1 Shortlisted Cannes Lions
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Overview

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Credits

OVERVIEW

Description

Heineken main consumers (males 18-24) are growing up. Duties and responsibilities put at risk their sacred moment spent with friends drinking beer. Heineken, consistently with his positioning “made to entertain” developed a new communication idea, in order to preserve its consumers’ easy going spirit. “Are you still with us?’” is the warning alarm that the brand rings every time a consumer gives up and doesn’t preserve his sacred moments with friends (an evening in a pub, a football match on TV).

Execution

The same evening of the Real Madrid vs. Milan match we brought 1,000 AC Milan fans to a fake event mixing poetry and classical music.

The event’s communication was absolutely reliable and we used different channels to catch our consumers: a one-to-one communication (helped by 200 accomplices), invitation cards, poster campaign, direct mail to recruit other victims and remind of the event, very wide PR activities that involved journalist and famous sporting people both as victims and accomplices.The night of the event, after 15mins of concert, using a video projection, we unexpectedly surprised our victims: the brand revealed the trap giving a consistent message (“How could you ever have thought of missing the match? Are you still with us?”) and let the audience join the match on a big screen, offered by Heineken. The concert has been also broadcast live on Sky sport channel.

Outcome

Beer Gloss was sold out in two weeks and in a few days the news about this product turns all over the world through social network, blogs and forums. The Beer Gloss excited 14 million people on the web. On February 14th more than 15.000 beer glosses were offered in pubs, universities and stores.

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