HEINEKEN WALK-IN POP UP BAR/BOUTIQUE

TitleHEINEKEN WALK-IN POP UP BAR/BOUTIQUE
BrandASIA PACIFIC BREWERIES, SINGAPORE
Product / ServiceHEINEKEN
CategoryA05. Best Use of Ambient Media: Large
EntrantMINDSHARE SINGAPORE, SINGAPORE
Entrant Company:MINDSHARE SINGAPORE, SINGAPORE
Media Agency:MINDSHARE SINGAPORE, SINGAPORE

Credits

Credits

Name Company Position
Chandni Batra Mindshare Associate Manager
Aple Ng Mindshare Manager
Hasnita Tajudin Mindshare Buyer
Sumiati Hashim Mindshare Director

Results and Effectiveness

The response to this activation idea was extremely positive. • Traffic Flow: Over 55,000/day • Visitorship: Over 7,500/day Consumers were seen re-enacting the the ‘screaming’ scene from the TVC walk-in fridge, and took pictures of themselves in the “walk-in fridge”. Heineken registered an increase in both TOM (up 2% points over Nov-Dec period last year) and ad awareness went up 14% over last year. And despite price offs from competitors Heineken was seen as a brand that is worth paying more for with scores up 3.5% over last year and Leading International brand went up over 8%

Creative Execution

Wherever possible Heineken wanted people to lose themselves and re-live the fun of the TVC (Walk-In Fridge). With very high traffic and backdrop of christmas when people flock to Orchard for their shopping, we constructed a pop-up bar/boutique as in the TVC outside Orchard Building. Playing off of the drama in the TVC- that men and women are passionate about very different things, the pop-up was divided in two parts - Fashion (pop up boutique) and Passion (Heineken Bar). Consumers were engaged with male vs female groups competing “LIVE” by playing roles from the TVC to walk away with a whole suite of Heineken experiences. Also, the TVC was aired on Terrestrial, Cable and Cinema to seed the idea. Radio was deployed to drive traffic to the pop-up. Other OOH, asking consumers to choose “Fashion” or “Passion” was also placed at Raffles Exchange to maximize top-of-mind recall.

Insights, Strategy and the Idea

What could drive four adult men into a sudden fit of hysteria? Well, It could only be Heineken. With this campaign, we celebrate the unique passion that Heineken enthusiasts have for their beer and demonstrate how Heineken, despite its long-standing heritage, has the ability to delight and surprise in the present. The beer category in Singapore is highly competitive and is most active during festive seasons. Success in this category is achieving top-of-mind brand recall. Our challenges were two-fold: 1. We needed to gain visibility and cut-through with not only a budget much less than our competitor, but also do so during festive season in Nov/Dec which is the most cluttered period, This we had to stand out. 2. We had to maintain and cement the premium image of Heineken to remind consumers of our quality and to ensure that when they spend on a premium beer.