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 . With a big sales target and a need to deliver the brand experience we deployed ambient formats close to points of consumption in a way was most impactful and talk-worthy. A roving Heineken Touch maze was placed outside key watering holes, blacked out to heighten ones sense of touch by feeling their way through to be rewarded with cold Heineken To drive conversion we gave them a feel of the can at key super marts and convenience stores. This was complemented with newspapers, giving them their first sensory experience by putting the can in readers’ hands. Also, 3D bus shelter posters in city and CBD areas calling upon Singaporeans to touch served to direct them to the Heineken Touch Maze and points of sale.

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.