Cannes Lions

SOL SEARCH- A REVOLUTION IN SEARCH

STARCOM MEDIAVEST GROUP, Amsterdam / HEINEKEN / 2015

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Case Film
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Overview

Entries

Credits

Overview

Execution

We created an independent search engine: not one powered by a faceless corporation.

We delivered independent thinking using Sol Search ad unit delivered directly to our guys with precision targeting and programmatic inventory placed directly in our targets’ must-visit online destinations. This included his favourite premium publishers he used most to find inspiration on what to do and where to go in London. We skewed heavily to mobile publishers we knew he would be visiting most.

Using Facebook we scaled up the revolt, capitalizing on precision targeting to deliver the bespoke messaging around specific interest areas, and neighborhoods of London.

Outcome

The experience resonated with Sol’s independent spirit; 57% believed Sol Search provided results that were more independent than the corporate alternatives. Brand Equity increased 12% after use – massively above Nielsen norms!

In six weeks we reached 70% of our audience – 2.3M in London. 57,000 went on to discover the independent recommendations on site, spending an average time of 2’45” (50%+ above Global Heineken benchmarks). Sol achieved its best sales year in the UK, with an additional 6M bottles sold year on year!

In 2015 the revolution continues in Mexico City, Athens, Auckland, Melbourne, Barcelona, Madrid, Stockholm, Sao Paulo and Rio!

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