THE GIFT-O-RATER

TitleTHE GIFT-O-RATER
ClientHEINEKEN
Product / ServiceHEINEKEN BEER
CategoryD03. Use of Social & Digital Platforms
EntrantDDB SINGAPORE, SINGAPORE
Idea Creation DDB SINGAPORE, SINGAPORE

The Campaign

Every Christmas, you're either guilty of giving out cringe-worthy gifts or even receive any of these unwanted gifts. From random socks, notebooks or even a hand cream! Introducing "All I want for Christmas is Heineken!” We made gifting the core of our campaign. So, we created the Heineken Christmas ‘Gift-O-Rater’ online portal, which suggests you can exchange every clichéd Christmas gifts for something more worthwhile – a Heineken! The ‘Gift-O-Rater’ lets users check the worth of their gifts – all tongue-in-cheek, of course - and suggests the number of Heineken to buy on our online store. And If you were still unhappy with your gift, we had a finale event on Boxing Day at Lau Pa Sat, Singapore’s iconic food court. Singaporeans had the chance to exchange their gifts for Heineken on the spot. Heineken was more than just a beer; it became the currency of the festive season.

The Brief

Oreal to help

Creative Execution

Oreal to help

Describe the success of the promotion with both client and consumer including some quantifiable results

Using both a digitally-led and on-ground campaign, it helped push brand perception by 5% which led to a total of 13 million impressions with over 260,000 interactions that exceeded both targets by 168%. Additionally, the exclusive cooler boxes that were given to online orders over $150 had doubled to 400 from the set KPI of 200 due to overwhelming response. All of this gave Heineken an increase of 7% in sales that amounted to $10 million as compared to 2016 earnings in the last quarter. The campaign helped push online ordering and also on-ground sales across Singapore, making Heineken a leading brand during the Christmas season.

Explain why the method of promotion was most relevant to the product or service

It was a full 360 campaign that began online at our microsite and which led them to our e-commerce site for purchases. The campaign was also pushed on social media and web banners on Spotify and key websites across Singapore. Even an interactive adshel at strategic bus stops where consumers can experience our campaign. Finally, an activation in the heart of CBD on Boxing Day to capitalise on the fact that you'd already received gifts where we allowed people to trade in their gifts for Heineken.

Christmas is a great time to grow customer penetration – not just for regular drinkers aged 25-44 - but also occasional drinkers and even non-drinkers. With so many gatherings, Heineken is more than just a beer, it becomes the spirit of the festive season. We found a sweet spot for growth and penetration amongst all consumers: Christmas is the season of gifting. Even if you don't drink beer, you should buy it for someone who does! Observation: Let’s be honest: We all give and get a fair amount of cliché, if not cringe-worthy, ‘gifts’ during Christmas: A mug, Christmas sweater, hand cream, or even deodorant (‘Really, do I smell?’). If only we could trade them for some ice-cold, thirst-quenching beer! Insight: A simple choice architecture: Would you rather some cringeworthy presents or some cool beer for Christmas? Heineken decided to subvert this season’s gifting – with a novel brand experience.

Credits

Name Company Position
Chris Chiu DDB Group Singapore Group Chief Creative Officer
Joel Chin DDB Singapore Creative Director
Rudy Zulkifly DDB Singapore Copywriter
Karine Tan DDB Singapore Senior Art Director
Drishti Khemani DDB Singapore Art Director
Eugene Yow Tribal DDB Singapore Art Director
Haziq Hussain Tribal DDB Singapore Account Executive
Daniel Osgoodby DDB Singapore Social Media Planner
Jingyin Lin Tribal DDB Singapore Regional Account Director
Oreal Goh Tribal DDB Singapore Senior Account Executive
Edric Cheong DDB Singapore Copywriter
Melvin Kuek DDB Singapore Deputy CEO, DDB Group