Direct > Strategy

U-CODES

LEO BURNETT, Warsaw / ZYWIEC GROUP / 2012

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Overview

Credits

Overview

BriefWithProjectedOutcomes

We started with a simple question: Why do people go to festivals? For the music, obviously. But also to meet new people. We wanted to make it easier and more entertaining. That’s why we created U-codes – special QR Codes with information about you. People could scan your code, and thanks to that they had a perfect icebreaker.

ClientBriefOrObjective

Heineken wanted to introduce its new brand message, Open Your World, during the Heineken Open’er Festival 2011, which is the best music festival in Europe. The festival is attended mainly by young people between the ages of 18 and 32.

Effectiveness

-We’ve printed over 5000 U-codes, 100% more than planed-The campaign gained a lot of buzz on the Internet and was picked up by influential bloggers-The movie documenting the campaign has over 100,000 views on YouTube. All done on a budget of €8,400.

Relevancy

It turned out that scanning a U-code is a great excuse to approach someone new. For the first time people at Heineken Open’er Festival gained a tool thanks to which they could meet new people. Can you imagine a better solution for a brand whose message is Open Your World?

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