Heineken Design & Branding THE DATE PLACE by Next-DC

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THE DATE PLACE

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Industry Beers and Ciders
Media Design & Branding
Market Bulgaria
Agency Next-DC
Art Director Evgenia Nikolova
Client Service Director Dessislava Vekilska
Released March 2012

Credits & Description

Category: Offline Digital Design
Advertiser: HEINEKEN
Product/Service: HEINEKEN
Agency: NEXT-DC
Managing Director: Maria Todorova (NEXT-DC)
Deputy Creative Director: Momchil Zakhariev (NEXT-DC)
Art Director: Evgenia Nikolova (NEXT-DC)
Digital Project Manager: George Yanakiev (NEXT-DC)
Interactive Design Director: Martin Ivanov (NEXT-DC)
Chief Technology Officer: Tsvetomir Hristov (NEXT-DC)
Software Architect: Svilen Sabev (NEXT-DC)
Client Service Director: Dessislava Vekilska (NEXT-DC)
Account Director: Hristo Petkov (NEXT-DC)
Architect: Valeri Gyurov (Transformatori)
Logistic And Supervision: Mihaela Mihaylova (Puket Eventstudio)
Hardware Supervisor: Simeon Ianchev (Robotev)
Interactive Designer: Angel Petkov (Kinetic)
IT Supervisor: Borislav Stamenov (IT 360°)
Media placement: Public Installation - Chaika Square Garden - March 27, 2012

Describe the brief from the client
The brief was to to increase the visibility and understanding of the Heineken Legendary Date campaign, to demonstrate Heineken legendary behaviour and to generate maximum word-of-mouth in target audiences.

Describe the challenges and key objectives
We all love Heineken The Legend campaign – the charming protagonists and their ability to shine in every situation. However, to be honest, such legendary men and venues are hard to find in Bulgaria.

That’s why we decided to give Bulgarian men tools and a special place in which to start their dates and show legendary behaviour.

The biggest challenge was to create a meeting spot like no other in town – that’s why we designed a movable interactive installation. We met many obstacles in finding the spot, communicating it with the City council and recruiting the right team to assemble it.

Describe how you arrived at the final design
The final design was developed with the help of the best Bulgarian architecture, specialists in robotics and interactive teams. It was inspired by the Heineken star, each ray giving you different options to sit or lean while waiting for you date. Its functionalities were developed thinking of what is required for a legendary date – music, light and pictures to make a date memorable.

Give some indication of how successful the outcome was in the market
On the opening day The Date Place 'met' more than 500 people and was launched 400 times. For the first 2 weeks, the installation was activated another 2,500 times.

Since the beginning of the campaign Heineken’s Facebook page has 68,000 new likes – an increase of 400%.