Heineken Print HEINEKEN THE COASTER CAMERA by Publicis Italy

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Industry Beers and Ciders
Media Print, Magazine & Newspaper
Market Italy
Agency Publicis Italy
Creative Director Bruno Bertelli, Pietro Maestri, Flavio Mainoli, Cristiana Boccassini, Paolo Cesano
Art Director Marco Viganò, Fabrizio Tamagni
Copywriter Michela Talamona, Michele Picci Publicis Italy
Client Service Director Stefania Savona - Account Director
Released January 2012

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: HEINEKEN
Product/Service: HEINEKEN
Creative Director: Cristiana Boccassini (Publicis Italy)
Creative Director: Bruno Bertelli (Publicis Italy)
Copy Writer: Rachele Proli (Publicis Italy)
Art Director: Marco Viganò (Publicis Italy)
Copywriter: Michele Picci (Publicis Italy)
Art Director: Fabrizio Tamagni (Publicis Italy)
Copywriter: Michela Talamona (Publicis Italy)
Head Of Print Production: Massimo Fabbri (Publicis Italy)
Creative Connector: Bela Ziemann (Publicis Italy)
Account Manager: Giada Salerno (Publicis Italy)
Account: Sabrina Bossi (Publicis Italy)
Global Manager Marketing Communication: Anuraag Trikha (Heineken International)
Client Service Director: Stefania Savona (Publicis Italy)
Media placement: Sampling - Live Eventi In NYC, Clubs/Bars All Around The World - January 1st 2012

Describe the objective of the promotion.
Heineken in 2011 launched a new responsible drinking campaign with the objective to convince 25 year-old men to drink in moderation. The message of the campaign is based on the truth: only if you know your limits can you enjoy all the opportunities of the night until its end.

Describe how the promotion developed from concept to implementation.
To do more than just advertise the campaign message: 'Sunrise belongs to moderate drinkers', Heineken produced and gave away some special beer coasters. These coasters were distributed in bars and clubs and had the function of shutter lenses for branded pinhole camera. These cameras were positioned outside the clubs where people could enjoy the sunrise.

Explain why the method of promotion was most relevant to the product or service.
Having photos with pin hole cameras at sunrise is the proof of a night enjoyed in moderation. For this reason the camera coasters are a tool that makes moderation cooler .

Describe the success of the promotion with both client and consumer including some quantifiable results.
94 pinhole cameras activated. 730 sunrise pictures shot; tweets and Facebook comments on the activation.