Heineken Promo, Case study EARPLUGS by Kobalt, TBWA\Neboko Amsterdam

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Netherlands
Agency Kobalt
Agency TBWA\Neboko Amsterdam
Director Iván López Núñez
Art Director Niels Bredemeijer
Copywriter Rienk De Vries
Designer Desmont De Kousemaeker
Producer Noor Hinskens
Released May 2010

Credits & Description

Category: Best Use of Social Media Marketing
Product/Service: BEER
Agency: KOBALT
Date of First Appearance: May 20 2010
Entrant Company: TBWA\NEBOKO, Amsterdam, THE NETHERLANDS
Entry URL: http://www.youtube.com/watch?v=pWqaumMozw4
Art Director: Niels Bredemeijer (TBWA \ Neboko)
Copywriter: Rienk de Vries (TBWA \ Neboko)
Creative Managing Director: Matthijs Slot (TBWA \ Neboko)
Designer: Desmont de Kousemaeker (TBWA \ Neboko)
Director: Iván López Núñez (Area 25)
Producer: Noor Hinskens (Area 25)
Director Of Photography: Diderik Evers
Set Designer: Winnie Muijsers
Account Director: Machteld van Woensel Kooy (TBWA \ Neboko)
Senior Account Manager: Jascha Hoogendijk (TBWA \ Neboko)
Strategy Director: Marc Leurs (TBWA \ Neboko)
Media placement: Viral Film - Internet - 20-05-2010

Insights, Strategy & the Idea
Heineken has a tradition in supplying ‘secret weapons’ to the supporters of the Dutch National Football Team (‘Oranje’), enabling them to cheer louder than everyone else. In the past 10 years, various secret weapons where give-aways in Heineken promotional campaigns. For the South Africa World Championship Heineken developed a special version of the macaraba, a traditional attribute of South-African soccer fans.

Another Heineken tradition is to highlight the traditional rivalry with big neighbours Germany whenever Holland plays.

To boost awareness of Heineken’s new World Championship premium a marketing PR campaign was created, pretending the Germans had already found out about our latest secret weapon and developed their answer to this new “provocation”.

Creative Execution
Together with the seeding of the video online, a ‘serious’ press release was created and distributed among all major sport and news media. The press kit contained the earplugs in the colours of the German flag, teasing the Dutch press to find out more.

Results and Effectiveness
The press release led to massive free publicity for Heineken’s latest football gadget. Dozens of leading blogs posted our video, resulting in over 500,000 YouTube views (10% of the adult male population in The Netherlands).