Heineken DM HEINEKEN CHEERS by J. Walter Thompson San Juan

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Industry Beers and Ciders
Media Direct marketing
Market Puerto Rico
Agency J. Walter Thompson San Juan
Art Director Johanna Santiago
Copywriter Lixaida Lorenzo, Pablo Torres
Released December 2009

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: MÉNDEZ & CO.
Date of First Appearance: Dec 30 2009 12:00AM
Entry URL: http://www.heinekencity.com/iphone
V P Regional Creative Director: Jaime Rosado (Jwt San Juan)
Interactive Content Developer: Manuel Torres Kortright (Jwt San Juan)
Art Director: Johanna Santiago (Jwt San Juan)
Copywriter: Pablo Torres (Jwt San Juan)
Copywriter: Lixaida Lorenzo (Jwt San Juan)
Developer: Pablo López (Polsense)
Media placement: Internet - Web - 31 December 2009
Media placement: Mobile - Mobile App - 31 December 2009

Describe the brief/objective of the direct campaign.
Thanks to the success of its main webpage, HeinekenCity.com, no other beer brand in Puerto Rico has more digital participation than Heineken. The brand was in a perfect position to innovate and extend its reach to other digital platforms. As a consequence, the campaign’s strategy clearly called for new channels to interact with existing Heineken consumers. But even though the brand’s local customers tend to be passionately loyal, finding new, refreshing ways to reach them proved to be no easy task. Locally and internationally renowned for its premium-quality advertising, events and promotions, the brand already appeared to be truly everywhere.

Explain why the creative execution was relevant to the product or service.
Just like the famed green bottles deliver Heineken beer in the real world, Heineken Cheers put the product's brand right into the hands of the many devoted Heineken consumers who also live in the Smartphone world. By letting users toast and exchange contacts at the same time by literally making their iPhones touch each other, the execution both reinforced brand values, such as the act of drinking and sharing good times, and added new functionalities to the users' mobile devices.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We took Heineken to the mobile Smartphone world, a community inhabited by many Heineken consumers. With Heineken Cheers, we developed an iPhone application that recreates the act of making a toast with Heineken. Users can write toasts they can then share – along with contact information – by literally making iPhones touch each other, just like they would with real Heineken bottles. With it, we’re not only able to measure response rates by number of downloads. We can also use the iPhone’s capabilities to determine how much and in what context consumers use the brand to toast, and interact, with each other.

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.
After only a week available on the iTunes Store, over 1,000 unique users have downloaded Heineken Cheers. Thanks to the application’s features for developers, Heineken Cheers has also created much more detailed profiles of the brand’s consumers. We’re not only able to measure how many times the application is downloaded and used. Now, for instance, we also get to know more about who’s toasting with Heineken, as well as more about where and when the toasts are happening. Going mobile has given the brand precise knowledge about the context in which consumers interact and have good times with green bottles.