CategoryA02. Best Use of Magazines/Newspapers


Name Company Position
David Lim APB (Heineken) Marketing Manger
Felicia Lee APB (Heineken) Assistant Brand manager
Renee Tan Mindshare, Singapore Director
Chandni Batra Mindshare, Singapore Manager
Anne Noishiki Mindshare, Singapore Executive
Phoebe Kan Kinetic , Group M Senior Executive
Charlie McCarthy iris Nation, Singapore Account Director
Charlene Wee iris Nation, Singapore Account Manager
Subha Naidu iris Nation, Singapore Deputy Creative Director
Eam Sumati iris Nation, Singapore Production Director
Jane Killick iris Nation, Singapore Production Executive
Mansi Maheshwari Ogilvy public Relations Worldwide Senior Account Manager
Denise Tan Ogilvy Public Relations Worldwide Account Manager
Chris Shie iris Nation, Singapore Art Director
Aaron Lee iris Nation, Singapore Copywriter

Results and Effectiveness

The campaign exceeded all targets and expectations on a brand and commercial level. Ssales for the 33cl increasing by 30% , 25% over target*. Key Brand Indices: 1. Worth paying more: 51% ; 100% over the target* 2. Innovative : 48%, up 2%* 3. Leading International beer: 50%; 40% over target * With queues outside the maze, a bus shelter poster stolen, $200,000 worth of PR value generated and campaign likeability at a high score of 62% *, we knew the campaign resonated with Singaporeans It also exceeded past averages at 94% TOM recall . *Malt Liquor Beer Tracking (TNS)

Creative Execution

Through innovation and provocation our multi-media approach was geared to turning seemingly static and passive traditional mediums into tactile and participative . We announced the launch with a media first on newspapers that put the can in readers’ hands, giving them their first sensory experience, the feel of the can as they held up their morning paper. Chosen for being the second largest circulating daily with high reach amongst PMEBS, compounded by distribution on mass transit, our execution on Today generated talkability as it caught the attention of fellow commuters. While newspapers checked off on two of three pillars to ensure effectiveness, it was complemented with: 1. Delivering the brand experience with a roving maze blacked out to heighten the sense of touch and directional 3D bus shelter posters-both near points of consumption. 2. Driving conversion by giving them the feel of the can at points of purchase.

Insights, Strategy and the Idea

Flu, fears and fines have kept Singaporeans from touching and indulging in their innate sense of feel. To launch Heineken’s new packaging that relied on it’s tactile feel, we needed Singaporeans to break away from their social conditioning, and reignite their natural instinct to touch. We wanted consumers to “come and feel a beer that felt as good as it tastes” Our challenge was multi fold on this campaign. 1. Improve key brand image scores on: a. “Worth paying more” b. “Innovative brand” c. “Leading International Beer” 2. Achieve a 5% increase in sales targets Our strategy hinged on converting the simple cosmetic change on the pack into a brand building opportunity. To liberate Singaporeans, we built a campaign around inviting and encouraging people to touch and using each of our mediums as the message reminded Singaporeans how good it is to touch.