Eurobest

goodtimeKEN

SAATCHI & SAATCHI, Tbilisi / HEINEKEN / 2023

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Overview

Entries

Credits

Overview

Background

This year, Heineken celebrated its 150th birthday with a global campaign - Whateverken - built around the many ways people mispronounce their brand name.

But the brand that's been brewing good times for 150 years had to make something special for the nation that's been brewing good times for over 5000 years.

Idea

In Georgian, the suffix ken means a directional towards and indicates moving towards fun times.

Strategy

To engage people and create a connection between fun times and Heineken, we created a campaign of five nights of fun for our customers.

Execution

We created a campaign goodtimeKEN, spray painted Heineken stars across Tbilisi, and through them guided people towards the locations where hottest events were hosted by Heineken. With games, merch and music, we garnered thousands of USG images, and rewarded most active participants with free tickets to the fifth and final event.

Outcome

We were able to lower CPV by 146 bought more Views than the planned cost

We got 17 more Reach than planned

We were able to reach a more engaged audience

Users interacted actively with ads The actual clicks are

264 higher than plannedWe were able to reduce CPM by 14 bought more impressions than the planned cost

We got 39 more Reach than planned

We were able to reach a more engaged audience Users interacted actively with ads The actual clicks are 35 higher than planned and more engagements by 49

We reached 80% of Georgian population And generated uncountable number of Georgian fun

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5 Eurobest Awards
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The Virtual Heineken Silver

2022, HEINEKEN

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