Results and Effectiveness

We delivered a demonstrable brand and business results: 1. Create a positive impact on brand imagery scores increase by 8.2% vs. Dec 2011 % (target: 1% increase) 2. Create buzz and awareness around the festive message. Facebook app engagement rate of 15.7%, 108,534 unique visitors using the app 300,000 people visited the tree. Over 3.2 million people were exposed through unpaid digital and social media Traditional PR value in exceeded last year’s campaign by 29%, exceeding the given target by 19% 3. Incremental Sales Increase 53% more beer was sold, exceeding the given target by 38% (target 15%)

Creative Execution

A festive monument and the catalyst to take our consumers’ social media lives into the real world, powered by friendship and Heineken beer. We built a unique 11-metre tall ‘tree’ structure with 48 LCD screens - part art installation, part working ambient social media tool. On Facebook we created a simple application for users to send their friends’ festive greetings. The app pulled their friends’ profile photos and displayed them on a 360-degree virtual version of our tree, accompanied by a festive message. After posting the greetings on their friends’ profiles, we then broadcast them on the real tree, literally taking their online celebrations, offline. To cap it off, we captured videos of each greeting and posted them back to users and their friends on Facebook. At the site consumers could engage with the tree through apps, watch the virtual choir and track who was using the tree globally.

Insights, Strategy and the Idea

The festive season is arguably the toughest time of year to advertise to our consumers. The vast majority of alcohol brands have some form of marketing push, and our consumers are also much less likely to consume traditional advertising. Moreover, even though this time of year is traditionally a beer-drinking occasion, Singaporeans are increasingly trading in real-life get-togethers for interactions on social media – spending more time on Facebook than any other country in the world, at almost 39 minutes per session. Our objectives were: Objective 1. Create a positive impact on Heineken’s brand imagery scores An increase of at least 1% Objective 2. Create buzz and awareness around the festive message. Expectations were to increase total PR value by 10% versus the year before. Objective 3. Incremental Sales Increase A target of 15% incremental volumes was set for the strategic ‘cluster’ area of Clarke Quay