Eurobest

Shutter Ads

PUBLICIS ITALY, Milan / HEINEKEN / 2021

Awards:

2 Grand Prix Eurobest
1 Gold Eurobest
1 Silver Eurobest
1 Bronze Eurobest
3 Shortlisted Eurobest
Presentation Image
Case Film
1 of 0 items

Overview

Entries

Credits

Overview

Background

The on-trade is one of Heineken’s biggest partners. But during the pandemic it was struggling like never before, forced to close their shutters for an extended period of time. Bars need to be in business to survive, so what if their closed shutters could help them open again?

Idea

Shutter Ads turned bars’ closed shutters into a new media space for Heineken. How? By simply redirecting the existing media budget from outdoors to bars’ shutters.

Strategy

Covid hit Heineken hard. Beer is a seasonal drink and with the lockdown Heineken had lost almost 70% of its revenue, primarily due to missed sales in the off-trade. It was also losing top of mind awareness and consideration to buy.

However, it had hit bars and restaurants far worse. With the lockdowns, bars were losing revenue, up to 60% of bars were due to close and people were forgetting about their local hangouts. Heineken is a close partner of its off-trade, and they needed help.

If we could help bars, we would also help ourselves by keeping the brand top of mind.

With Shutter Ads, we were able to stretch our OOH budget and earn significant PR attention for both ourselves and the bars.

Execution

Heineken shifted the way they program media buying, redirecting the existing media budget from outdoors around the world, to the shutters of over 5000 of the most famous and loved bars around the world in Argentina - Buenos Aires, La Plata, Rosario, Córdoba, Mar del Plata, Spain - Barcelona, Madrid, Valencia, Bilbao, Cádiz, Italy - Milan, Germany - Berlin, Hamburg, Cologne, Münich.

Each bar received a bespoke ad created for their shutters and was displayed for 24/7.

Amstel and Cruzcampo, other Heineken owned brands, joined the initiative to support bars and even other brands - Guinness and Paulaner adopted the idea, united for the love of bars.

Outcome

What started out as a helpful initiative, became a new, sustainable platform in the time and in the space it was needed the most, with more bars joining in every week.

7.5 million euros went directly to bars. The investment generated a great deal of media and PR attention: Shutter Ads brought in 40% more media value than the traditional OOH, and 100% of bars in the initiative reopened, making customers happy around the world.

Similar Campaigns

12 items

7 Cannes Lions Awards
The Closer

LEPUB, Milan

The Closer

2023, HEINEKEN

(opens in a new tab)