Media > Use of Media

STYLE NUGGETS

358 HELSINKI , Helsinki / HEINEKEN / 2012

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Overview

Credits

Overview

Effectiveness

We sold 20,000 bottles of beer at a premium price. We also gave out a significant amount of free beers to invited guests. So, there was direct sales results and most importantly, we reached a big proportion of urban influencers in one of the smallest populations in Europe. In their minds Heineken is now in the same group of brands with Mark Jacobs and Comme des Garcons. The main newspaper of each city wrote about the concept. The PR effect in local media was way beyond the media budget of Heineken Finland.

Execution

The "combos" on the menu paired up Heineken with brands like Marc Jacobs and Comme des Garcons. In each city, 2 weeks before the arrival, we set up a pirate radio station in co-operation with the main radio station of our target audience, Basso radio. We also made a bespoke magazine that was distributed as a "Monocle style" supplement of Basso magazine.The djs and club nights were organised together by the hippest clubs of Finland (guys behind Siltanen, Kuudes Linja). They were promoted by poster and flyer campaigns, Facebook groups and Facebook advertising. Local PR and local launch event resulted in local media coverage.

The diner had bespoke POS materials: hamburger wrap paper and box, paper bag, price tag, menu booklet, etc. that spread the message too.There was just a tiny bit of nationwide print and radio advertising to reach the rest of the hipsters in Finland.

Strategy

Heineken is a small newcomer brand in Finland. It has been positioned as a super-premium beer for the urban influencers a.k.a hipsters. We had to reach this highly selective crowd in several cities and create associations of Heineken as a premium brand. The solution was a diner where people could buy ”combos” of designer items and Heineken. A Marc Jacobs shirt and a beer, for example. Those brands came for the first time to most of the cities where the diner toured. We also set up a pirate radio station with Basso radio in each city and we made a bespoke magazine about the diner hat was delivered as a ”Monocle style” supplemet of Basso magazine.

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