Entertainment > Branded Entertainment
PUBLICIS ITALY, Milan / HEINEKEN / 2014
Overview
Credits
CampaignDescription
The Milano Design Week is one of the most important international events for design, with a focus on furniture design. For one week in April, it’s the best platform in the world for both young and established designers. In addition to design and furnishing, there are hundreds of commercial brands that like to surround themselves with the cool factor of design. These brands use the Design Week to showcase brand experiences and events, which get their brands and products associated with design as an image factor. In this environment it’s very hard to emerge with a distinctive piece of design that will stand out.
Effectiveness
In 2013, Heineken introduced “The Sub”, the revolutionary draught machine designed by Marc Newson to master the game of successful hosting. As the only machine of its kind in Italy (and a very desirable one), our job was to position the Sub as “The ultimate toy for men”, a well-designed object whose unique features could bring playfulness to any poker night or dinner party. As such, it was aimed at the upper tier of Heineken’s target audience, meaning 30-35 year olds with a burgeoning taste for in-home social events. What better moment to position it than during the 2014 Milan Design Week?
The only must: communicate unconventionally to cut through the clutter of the festival.
Our answer was The Sub living room - a first of its kind, 120m2, Heineken-themed design installation. What at first glance looked like a designer living room with a Sub at its helm transformed into the largest pinball machine ever built. When players pulled the draught machine’s lever, elements of the living room became flippers, bumpers, obstacles and bonus-point targets. The large LED interactive billboard advertising The Sub and showing a live Twitter feed became the pinball’s spectacular scoreboard. From the 8th to the 12th of April, 500 people played The Sub, which became one of the Design Week’s must-sees and the talk of Milan.
Implementation
An integrated communication plan was launched in late March 2014 using Heineken’s Facebook and Twitter accounts, print ads, radio spots and invitations to the opening event. Our line? “Come and play The Sub living room”. On the 8th of April, at the start of Milan’s Design Week, the Sub was launched at the heart of the festival, outside the busy Porta Genova metro stop. A large LED sign invited passerby’s to witness the final unveil. That evening, The Sub Living Room, the world’s largest pinball machine, was revealed to the crowd.
Outcome
From the evening of the 8th April to the night of 12th more than 1534 games were played in front of big crowds.
Over 23.722 spectators witnessed the Sub firsthand and discovered how it could make living rooms more playful. Newspapers, national radio stations and news TV picked up the story and made The Sub living room into one of the “things-to-see” of the Design Week.
#playthesub in the top 5 trending topics in italy
129% more orders of the sub
18.4 million media impressions earned
But the best part? One happy client.
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