Harry Burst, PhotographerStefan Planzer, Advertising Supervisor, Heineken.Annette Hofmann, JWT+H+F, Agency Producer Increase awareness of the brand Heineken.Stong impact on execution (talking piece). The media solution is a special execution, which is showing the product from both sides. The bottle is self-standing and going out of the format.

People did talk about this execution, it made an extremely big impact. Specific results on the megasites are not measurable. Define the possibilities on the megasites in Switzerland. There are places available, but no-one had done special creatives on these boards before. Every single placement had to be checked upfront to define if it is possible to place this execution and if the impact is getting high enough. Heineken is one of the biggest and well-known international beers playing in the Swiss market against a strong national competition. Heineken stands for the assets internationality, presence, quality, tradition and music. Those assets have been recognised by a target group, but could not have been connected with the brand (starting point before new campaign, which is now running for 2 years).The Heineken campaign plays with a surprising link between product and well-known song titles, with the individual association of everyone’s own memories. Which makes the campaign emotional and authentic. As the target group had already learnt the mechanism, the visuals getting forward are more creative and it is allowed to be more open of the visual usage.

The megasites are playing with the song title and product and are placing Heineken with even more impact than on “normal” executions.

Define the possibilities on the megasites in Switzerland. There are places available, but no-one had done special creatives on these boards before. Every single placement had to be checked upfront to define if it is possible to place this execution and if the impact is getting high enough.