Heineken "Light Up Christmas" by J. Walter Thompson Beirut for Heineken

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Heineken "Light Up Christmas"

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Industry Beers and Ciders
Media Case study
Market Lebanon
Agency J. Walter Thompson Beirut
Released May 2012

Awards

Mena Cristal Awards 2013
Media Best Use of Ambient Cristal (Gold)
Media Food Product / Drink / Mass Consumption Product Cristal (Gold)
Promo & Direct Best Use of Ambient in a Promotional Campaign Emerald (Bronze)
Digital & Mobile Integrated Campaign Emerald (Bronze)

Credits & Description

Advertiser: BRASSERIE.ALMAZA
Product/Service: HEINEKEN
Agency: JWT BEIRUT
-: Jwt-Beirut (Jwt-Beirut)
Media placement: Ambient - Building Branding - Fudrucker Building - Dora - Beirut - 12/12/11
Media placement: Website - Http://coloryourchristmas.com - 12/12/11
Summary of the Campaign
Heineken wanted to reach out to its loyal customers during the holiday season. Although it enjoys more than 80% of the market share in the premium category, it wanted to celebrate the festive season with all the Lebanese.
The fact that beer is a seasonal drink mainly consumed in summer, the winter holidays were the perfect time to reconnect with loyal customers and further strengthen Heineken’s relationship with them.
The strategy was simple: bring everyone together during the holidays to light up Christmas together. What started out as a simple outdoor campaign, developed into a one of a kind experience, never witnessed before in Lebanon. A giant Heineken bottle made of 1.8km of neon lights was constructed and placed one of the most high traffic areas in Lebanon. The bottle was missing its red and green colours. And it called on all Lebanese to visit www.coloryourchristmas.com to light it up. The microsite was directly synced to the giant bottle.
Over a period of 12 days, visitors engaged with the microsite from 1,132 cities from around the world covering 130 countries. Registering over 76m impressions through social networks.
The Situation
Heineken enjoys more than 80% market share in the premium segment in Lebanon. And as an international brand it needed to maintain a solid and positive relationship with its customers. Additionally, with the rise of new local beer brands riding on the patriotic platform, a PR campaign was needed to impress Heineken’s new payoff 'open your world'.
The Goal
Deepen and strengthen the relationship with loyal customers through the 'open your world' platform.
The purpose of the campaign was to make them directly experience 'the worldly beer' by going beyond daily interactions into worldly connections. Through targeted online messaging and Google Analytics we almost hand-picked the target audience and directly engaged with them.
The Strategy
The campaign was originally planned to run as a simple outdoor campaign, but after identifying the full potential of ‘open your world’ we built a full PR activity. That provided us with a good launching platform for the 2012 calendar.
Execution
The campaign ran for 12 days prior to Christmas and the location for the Giant Heineken bottle was carefully chosen and rightly situated in the busiest part of the city. In parallel, the microsite was launched on exactly the same day the bottle was set up. Through radio programming and simple BTL the campaign further pushed people to get online and light up the bottle before Christmas.
The targeted online messages and people’s participation dramatically increased the campaigns reach; consequently, the objectives were met 1 day prior to the original schedule.
Documented Results
A third of Heineken’s yearly growth in 2011 happened in the month of December when we ran the Christmas campaign.
ColorYourChristmas.com was monitored by Google Analytics and provided us with daily results. In only 12 days, and with an average time on site of 00:02:32, the microsite gathered 55,445 page views and visitors spread over 130 countries and 1,132 cities.
And it generated 76m impressions throughout social networks.