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Industry Beers and Ciders
Media Direct marketing
Market Belgium
Agency TBWA\ Brussels
Creative Director Jan Macken
Art Director Menno Buyl
Copywriter Geert Verdonck
Released March 2010


Caples Awards 2012
Other Media Social Media Finalist

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: MAES
Product/Service: BEER
Date of First Appearance: Mar 21 2010
Art Director: Menno Buyl (TBWA)
Copywriter: Geert Verdonck (TBWA)
Creative Director: Jan Macken (TBWA)
Account Director: Jochen De Greef (TBWA)
Account Manager: Charlotte Lindemans (TBWA)
Marketing Manager: Lies Eeckman (Alken Maes)
Brand Manager: Tine Van Nevel (Alken Maes)
Marketing Director: Bart Vandecruys (Alken Maes)
Media placement: Banner ad - Facebook - March 21, 2010
Media placement: Landing Page - - March 21, 2010
Media placement: Viral Film - Blogposts - March 21, 2010

Describe the brief/objective of the direct campaign.
Due to the move of the Alken-Maes head offices, there wasn’t any room left for 6000 Maes beer kegs.
On top of that, the expiry date of the kegs was only 2 months away, so we couldn’t sell them in stores anymore.
This created a very nice opportunity to search for an idea to attract new consumers and create buzz.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Turn this occasion into a proof point of how much Maes cares for their beer, by comparing our beer (loved by all men in Belgium) to something people really love. Kids.
The adoption idea also allowed us to add a layer of humour to make the idea viral.
The aim was to give the 6000 barrels away (which we did in no time). But instead of just giving them, we used them to attract new consumer to our fanpage to be able to communicate with them in the future and make sure they would also spread our message. We used banner ads on Facebook to direct users to the app.

Explain why the creative execution was relevant to the product or service.

The brief was to give away almost expired beer for free.
Thanks to adoption idea we turned it into a strong message of how much Maes cares about their beer.
We were no longer asking to apply for free booze – we were looking for 6000 dedicated consumers who would open their heart and make room in their fridge.
A clever facebook integration ensured that every adopted keg would be shared with all of your friends because every new proud owner posted a picture of him and his new kid (keg) on his wall.

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.
The adoption was announced and started at 12 o’clock. 42 minutes later every keg had found a new home and 6000 newly parents their official certificate. The number of fans on the Maes Facebook fan page more than tripled in 42 minutes. Over 70 000 page views in less than one week. 3817 messages posted by the fans, with over 11 000 likes. Our case was also quickly picked by the press. Even today we still receive happy pictures and messages from the happy families after having shared their joy with their friends.