Alken Maes DM THE BIGGEST BEER SWAP EVER by Brussels, TBWA\ Brussels

Adsarchive » DM » Alken Maes » THE BIGGEST BEER SWAP EVER


Pin to Collection
Add a note
Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Belgium
Agency Brussels
Agency TBWA\ Brussels
Creative Director Jan Macken
Art Director Jeroen Bostoen
Copywriter Pol Sierens
Released June 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: ALKEN MAES
Product/Service: MAES PILS
Date of First Appearance: Jun 19 2009 12:00AM
Art Director: Jeroen Bostoen (TBWA\Brussels)
Copywriter: Pol Sierens (TBWA\Brussels)
Creative Director: Jan Macken (TBWA\Brussels)
Account Director: Jochen De Greef (TBWA\Brussels)
Account Manager: Hanne De Wit (TBWA\Brussels)
RTV Producer: Lies Eeckman (Alken Maes)
Marketing Manager Belgium: Nicolas Lambert (Alken Maes)
TV Producer: Mieke Vandewalle (TBWA\Brussels)
Online Creative: Philip De Cock (
Online Account Manager: Michael Renier (
TV Producer: Sarah Bornauw (TBWA\Brussels)
Online Creative: Tom De Vliegher (
Online Account Manager: Jan Bikkembergs (
Media placement: TV Campaign - VTM, 2BE - June 5, 2009
Media placement: Radio Campaign - Q-Music - June 5, 2009
Media placement: Social Media - Facebook, Flickr - June 5, 2009
Media placement: Website - Internet - June 5, 2009
Media placement: Activation - Belgium - June 19, 2009

Describe the brief/objective of the direct campaign.

Maes is a Belgian pils trying to challenge the market dominated by AB-InBev (the biggest brewery in the world). In 2009 Maes changed its taste and we needed an activation idea to generate trial and to attract new consumers to the brand. Buying beer brands is a strong routine: 80% of beer drinkers exchange the empty crate for a new one of the same brand. We needed an innovative idea to convince them to change their habits.

Explain why the creative execution was relevant to the product or service.
Belgian beer drinkers always keep a beer crate at home, to drink a beer watching TV after a long working day or to share some beers with friends who come by. And when the crate is empty, they exchange it in-store for the full one of the same brand, which reinforces the position of leading brands. No previous in-store actions of Maes managed to change Belgian habits, we needed to reach them at home.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We came out with a straightforward idea: an action asking people to literally change their habits, to put their actual brand outside the window and to have it exchanged for a crate of Maes. We organised the biggest exchange action ever in Belgium: we changed 24 000 crates within 4 days. We launched the call up with a radio and tv commercial, Internet bannering and print, leading directly to our website for more information. Once the action ran, short commercials reminded people of the specific province we were going to visit the next day.

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.
Within 24 hours the guaranteed 12 000 crates were reserved online. In 4 days all 24 000 crates of beer were exchanged. Amongst the exchanged crates no less than 80% were crates from our competitors, mainly from AB-InBev, which proved that we managed to attract new consumers for Maes. 68% of all Belgians heard about the action, and more than half of them (55%) got interested in trying new Maes. Our action was picked by radio in prime time, newspapers, websites, blogs and social networks. All that resulted in 10% increase of market share (compared to previous year).