Heineken DM HEINEKEN SUNRISE WATER by Publicis Italy

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Industry Beers and Ciders
Media Direct marketing
Market Italy
Agency Publicis Italy
Creative Director Bruno Bertelli, Pietro Maestri, Flavio Mainoli, Cristiana Boccassini, Paolo Cesano
Art Director Marco Viganò, Fabrizio Tamagni
Copywriter Rachele Proli, Michela Talamona, Michele Picci Publicis Italy
Client Service Director Stefania Savona - Account Director
Account Supervisor Giada Salerno
Released January 2012

Credits & Description

Category: Corporate Image & Information
Advertiser: HEINEKEN
Product/Service: HEINEKEN
Creative Director: Bruno Bertelli (Publicis Italy)
Creative Director: Cristiana Boccassini (Publicis Italy)
Copywriter: Rachele Proli (Publicis Italy)
Copywriter: Michela Talamona (Publicis Italy)
Copywriter: Michele Picci (Publicis Italy)
Art Director: Marco Viganò (Publicis Italy)
Art Director: Fabrizio Tamagni (Publicis Dialog)
Graphic Designer: Gianluca Chinnici (Publicis Italy)
Creative Connector: Bela Ziemann (Publicis Italy)
Client Service Director: Stefania Savona (Publicis Italy)
Account Supervisor: Giada Salerno (Publicis Italy)
Head Of Print Production: Massimo Fabbri (Publicis Italy)
Global Manager/Marketing Communications: Anuraag Trikha (Heineken International)
Media placement: Sampling - Live Event In New York, Pubs And Clubs Around The World - January 1st 2012

Describe the brief/objective of the direct campaign.
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'.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To get consumer attention at the moment of alcohol consumption, Heineken produced branded water bottles with the campaign message ‘Sunrise belongs to moderate drinkers’. The bottles were given away for free at Heineken parties and concerts. A call to action was inviting people to enjoy the night and to tweet sunrise pictures using the campaign hashtag #mysunrise.
The intention was to get people to pace themselves to be able to enjoy the opportunities of the night until the very end of it. And to share their experience, making sunrise the symbol for the end of a great night out.

Explain why the creative execution was relevant to the product or service.
Heineken believes that the world is packed with opportunities for people that are open-minded, confident and resourceful. Heineken’s strategy therefore is to empower and enable consumers to become men of the world. And Sunrise Water is the best way to enable them to become 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 their clubbing world, by giving the water away for free in bars and clubs around the world to get them to pace themselves.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Over 15,000 water bottles were consumed between 31st of December and today. Over 6,500 #mysunrise tweets in 3 months. Effectiveness in promoting responsible drinking +10%