Results and Effectiveness

Result: The objective for this print ad was to generate buzz and excitement for the Heineken Stars tennis event. It is a teaser ad to get people excited before we release details in PR of the 4 international tennis Stars who are coming to Vietnam. The ad has just launched and already is creating huge buzz and awareness in Vietnam.

Creative Execution

Idea: We created a print ad about tennis thats impossible for consumers to ignore. We created a tennis court in a magazine, complete with a pop up net. An ad that's impossible to ignore, is interactive and clearly says tennis. A print ad that feels as big and exciting as the event.

Insights, Strategy and the Idea

Challenge: The Heineken Stars Tennis event is an event where Heineken brings 4 leading international tennis players to play a tournament in Vietnam. One of the challenges we face is that we do not know who the stars are until shortly before the event. ( Too late for including in the advertising). Other challenges and marketing goals: How to raise awareness of the Heineken Stars Tennis event In a new and innovative way? How to Strengthen Heineken's brand association with tennis? How to get our target consumers excited about the Heineken Stars Tennis event? How to maintain and drive Heineken's reputation for innovative advertising? Our consumers expect it. Our target consumers are males who expect and love innovation from the Heineken brand in everything the brand does. Our solution. Create a tennis court in a tennis magazine to get tennis- minded Heineken target audience guys talking.