Heineken DM, Case study HEINEKEN REACH THE SUNRISE by Publicis Italy

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Industry Beers and Ciders
Media Direct marketing, Case study
Market Italy
Agency Publicis Italy
Associate Creative Director Kevin Russell
Creative Director Bruno Bertelli, Pietro Maestri, Flavio Mainoli, Cristiana Boccassini, Paolo Cesano
Art Director Costanza Rossi, Marco Viganò, Fabrizio Tamagni, Valeria Vanzulli Publicis Italy
Copywriter Francesca Bonomi
Client Service Director Stefania Savona - Account Director
Account Supervisor Giada Salerno
Released June 2012


Cannes Lions 2012
Direct Lions Best Integrated Campaign Led by Direct Marketing Silver

Credits & Description

Type of entry: Best Integrated Campaign
Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: HEINEKEN
Product/Service: HEINEKEN
Advertiser HEINEKEN
Type of Entry: Best Integrated Campaign
Category: Best Integrated Campaign Led by Direct Marketing
Advertiser/Client: HEINEKEN
Product/Service: HEINEKEN
Entrant Company: PUBLICIS ITALY Milan, ITALY
DM/Advertising Agency: PUBLICIS ITALY Milan, ITALY

Creative Director: Bruno Bertelli (Publicis Italy)
Creative Director: Cristiana Boccassini (Publicis Italy)
Copy Writer: Rachele Proli (Publicis Italy)
Copy Writer: Michela Talamona (Publicis Italy)
Art Director: Fabrizio Tamagni (Publicis Italy)
Copy Writer: Michele Picci (Publicis Italy)
Art Director: Marco Viganò (Publicis Italy)
Art Director: Valeria Vanzulli (Publicis Italy)
Copywriter: Francesca Bonomi (Publicis Italy)
Art Director: Costanza Rossi (Publicis Italy)
Production Company: (Sonny London)
Production/Post Production Company: (Moving Picture Company London)
Client Service Director: Stefania Savona (Publicis Italy)
Creative Connector: Bela Ziemann (Publicis Italy)
Account Supervisor: Giada Salerno (Publicis Italy)
Agency Producer: Mariella Maiorano (Publicis Italy)
Planning Director: Alastair Maclean (Publicis France)
Associate Creative Director: Kevin Russell (AKQA)
Senior Account Director: Bonnie Boodram (AKQA)
Account Manager: Marysia Collins (AKQA)

Describe the brief from the client
In 2011, Heineken launched a global responsible drinking campaign to encourage 25 year-old men to drink in moderation. Since young guys consider drinking alcohol the best way to have fun, we had to find a convincing argument to get their attention at the moment of consumption. Often the best opportunities of the night come towards the end. And only moderate drinkers can enjoy them. We therefore engaged the audience in a social media conversation that took them all the way to the end of the night, where sunrise is the only elimination ceremony. Message: 'Sunrise belongs to moderate drinkers'.

Creative Execution

Heineken’s believes that the world is packed with opportunities for people that are open-minded, confident and resourceful. Heineken wants to empower and enable consumers to become a man of the world. ‘Reach the Sunrise’ is using the positive aspects of moderate drinking to demonstrate to a 25 year-old how he could be this man by making moderate drinking look cool and aspirational.
Since alcohol excess amongst young guys is a nightlife problem, we took the campaign into the clubbing world. On- and off-site communication, social media activation and progressive electronic music were our ingredients to make the campaign a success.

Describe the creative solution to the brief/objective.

An integrated campaign that shows witty acts of moderation, highlighting the night’s opportunities, which often happen towards the end of the night, where sunrise is the only elimination ceremony. Campaign message: Sunrise belongs to moderate drinkers.
The film was projected in Times Square on New Year’s Eve. Posters and beer coasters were reminding people not to miss the best opportunities. Water bottles were given away for people to pace themselves. Outdoor sofas were inviting people to tweet sunrise pictures. Everything was signed with #mysunrise, directing them to Heineken’s Facebook page to create an ongoing social media conversation about moderate drinking.

Describe the results in as much detail as possible.

In 4 weeks:
Heineken owned 74% of the global social media buzz on moderate drinking
Effectiveness in promoting responsible drinking +10%
64,000 visits to the Heineken sunrise Facebook tab
27,000 online interactions (comments, shares & 'likes' from page posts)
Over 6,500 tweets about the campaign