Results and Effectiveness

1.Engagement & Reach App generated 3989 profiles and 5.8M impressions on Facebook. A 24% increase in fans, made us the number 1 Facebook alcohol page in Singapore. Our branded content received 2.4M views. 2.Brand perception* We saw the following increases over the campaign period: Innovative: +39% Stylish and Sophisticated: +12% 3.Business impact Volume growth +11.6% vs. last year**, +43.2% more than category growth*** We also won over competitor outlets with the bottle launch. *Source: TNS Malt Liquor Brand Tracking (MLBT) Jul MQT 2012 & 2013 ** , ***Source: Neilsen Retail Audit 2013

Creative Execution

Social media was the lifeblood of this campaign with it playing an essential role even in other channels. Facebook App: Developing a Facebook profile analyzer app, we studied fans’ Facebook behavior via the API and categorized them into profiles. KOLs We sent influencers customisable bottles and origami kits to intrigue them to co-curate content with their own individual spin and try the app. They shared their experiences on social media. Content We screened a teaser video (showcasing the bottle’s silhouette) online and OOH and created Facebook posts, launching the reveal video (of the design) a week later. Online banners, radio spots, print ads and Facebook posts were used too. On-ground activation We held an exclusive party for influencers, creating photo moments (#trueprofilesg) with UV-lit cocktail tables, thermal-reactive bar coasters and a UV body paint booth. Finally, we held a Revelation Party, where we presented facts about Singaporeans, discovered from the app. Content pieces such as a post-event video and event album amplified the campaign beyond event attendees.

Insights, Strategy and the Idea

In Singapore, Heineken occupies close to 60% of the international premium beer segment. With a recent influx of foreign premium brands & craft beers, how could Heineken defeat competition without resorting to price promotions that could devalue the brand? We created a campaign around the launch of our new bottle, designed to get noticed. A juxtaposition of street art and urban expression, it was an aluminum bottle that revealed a unique graphic design under ultraviolet (UV) light. BIG IDEA: Reveal your true profile with Heineken. We launched a campaign called True Profile that was a combination of a Facebook app, KOL engagement, a variety of content and on-ground activation. The various elements operated on the idea that you have many different facets to your personality. We wanted to help our audience reveal their True Profiles – an analogy to unveiling the hidden profile of the bottle.