“Heineken Paredes the Coura Post Cards” were designed and printed. These post cards, as many as the number of festival’s days (6), followed the traditional format but used a pioneering layout with vibrant and strong colours that kept the brand’s presence. 70,000 “Heineken Paredes the Coura Post Cards” were distributed throughout Portugal. 211 bar, disco and coffee shop networks and 13 cinema networks were included in this initiative. To maximise the coverage, the multimedia campaign was broadcasted on two TV channels: the aerial Portuguese channel with the highest affinity with the target, and a cable music channel. In the press, ads were put in general and sports newspapers, and in general and thematic magazines. Besides this, a special edition with the festival’s schedule was enclosed in the most popular music magazine.

2007 was the year with more affluence to Heineken Paredes de Coura generating high brand awareness. The campaign was able to drive the target to the festival. In only two weeks more than 250,000 people should have contacted with the postcards, generating a significant word-of-mouth effect.