Title | NON-BEER OCCASION SPONSORSHIPS |
Brand | HEINEKEN |
Product / Service | HEINEKEN 0.0 |
Category | B07. Use of Stunts |
Entrant | WUNDERMAN THOMPSON BANGKOK, THAILAND |
Idea Creation | J. WALTER THOMPSON BANGKOK, THAILAND |
Media Placement | RED STAR Bangkok, THAILAND |
Production | CHOUX DOUGH Bangkok, THAILAND |
Production 2 | CINE DIGITAL SOUND Bangkok, THAILAND |
Name | Company | Position |
---|---|---|
João Braga | J. Walter Thompson Bangkok | Chief Creative Officer |
Park Wannasiri | J. Walter Thompson Bangkok | Executive Creative Director |
Jiradej Penglengpol | J. Walter Thompson Bangkok | Associate Creative Director |
Natthaphol Hirunlikid | J. Walter Thompson Bangkok | Senior Art Director |
Veeravin Suksantinunt | J. Walter Thompson Bangkok | Copywriter |
Sakila Banyen | J. Walter Thompson Bangkok | Associate Planning Director |
Siwakorn Seetaraso | J. Walter Thompson Bangkok | Communication Planner |
Supannapa Traitonwong | J. Walter Thompson Bangkok | Managing Partner |
Angsumarin Chintavorn | J. Walter Thompson Bangkok | Client Service Director |
Thitikarn Rattananun | J. Walter Thompson Bangkok | Account Manager |
Ittipat Younguksorn | J. Walter Thompson Bangkok | Account Manager |
Sasita Cholvijarn | J. Walter Thompson Bangkok | Senior Account Executive |
Nichakorn Sae-Eng | J. Walter Thompson Bangkok | Account Executive |
Jiroj Mechoojit | J. Walter Thompson Bangkok | Production Director |
Attapong Chooamnard | J. Walter Thompson Bangkok | Digital Producer |
Siwach Vimuktanon | CHOUX DOUGH | Director of Photography |
Jade Prajin | CHOUX DOUGH | Assistant Camera Man |
Peerapong Thanachotthanyanij | CHOUX DOUGH | Art Director |
Pongsakorn Swatdiparp | CHOUX DOUGH | Producer |
Yanika Bunpanit | CHOUX DOUGH | Production Manager |
Kritsakorn Sawangkarn | CHOUX DOUGH | Editor |
Kanokpakorn Plathong | CHOUX DOUGH | Computer Graphic |
To introduce a new category in the country, we needed people to try it. But instead of simply giving out beers, we let people request their own officially sponsorships online. And they did. Hundreds asked us to sponsor their their daily routines. And we delivered. Fire drill exercises, patient round-checks, morning rides, afternoon meetings, you name it. Mundane activities became unique shareable events that soon took over social media.
People can be quite skeptical about 0% alcohol beers, even more so in Thailand where it’s still a fairly new concept. But since Heineken 0.0 does feel like the real thing, before anything, we needed to get people to try it.
As the official sponsors of the world’s biggest events, Heineken wouldn’t settle with just a regular sampling activation. Instead, we officially sponsored people’s everyday non-beer occasions anywhere and anytime. They made their requests on social media and we speeded up to deliver their customised sponsorship packs with perfectly chilled cans of Heineken 0.0.
With 0.0, Heineken was launching a new category in Thailand. Research informed us that, as in most new markets, the 0% alcohol beer would indeed face skepticism. Initial focus groups and blind-tests however indicated that consumers actually liked it, a great deal of them even unable to differentiate the 0.0 version. So we needed people to try it. We had a sampling activation brief, but for a brand like Heineken we always need to carry the wit and the style. Since it is the official sponsor of some the world’s biggest events, why not this time sponsor people’s individual activities instead? That way, we could not only get people to try it, but also create new drinking occasions and increase overall frequency.
We approached beer lovers through social media channels, kickstarting the Heineken 0.0 promo. Hundreds requested their individual sponsorships and we delivered. The events soon began to get shared online, with news pages and social influencers soon picking up to create a massive online buzz. Within one month, 20,000 people attended the non-beer events in Bangkok alone.
We received more than 1,500 sponsorship requests, with over 20,000 people attending the officially sponsored events. 80,000 cans were delivered. The campaign had a total 96 million impressions. In just 3 months, Heineken has sold 3.8 million cans (82% of the full year KPI), bringing Heineken 0.0 into people’s daily lives and their most ordinary moments.