MOTORHOME by Fischer+Fala!, Todas As Outras Independente for Heineken

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MOTORHOME

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Brazil
Agency Fischer+Fala!
Creative Director Rafael Merel, Marcelo Fedrizzi
Agency Todas As Outras Independente
Released September 2010

Credits & Description

Category: Best Use of Screens
Advertiser: HEINEKEN
Product/Service: BEER
Agency: FISCHER FALA
Agency: TODAS AS OUTRAS INDEPENDENTE
Date of First Appearance: Sep 1 2010
Entrant Company: FISCHER FALA, São Paulo, BRAZIL
Entry URL: http://multishow.globo.com/Motorhome-SWU/
Media Vice President: Adrian Ferguson (Fischer+Fala)
Media Director: Vicente varela (Fischer+Fala)
Media Manager: Fernando Nogueira (Fischer+Fala)
Account Director: Paula Borges (Fischer+Fala)
Account Manager: Marcella Ferreira (Fischer+Fala)
Account: Fernanda Lima (Fischer+Fala)
Marketing Promotion: Marcela Silveira (Fischer+Fala)
Account Vice President: Alex Isnenghi (Fischer+Fala)
Creative Vice President: Pedro Capeletti (Fischer+Fala)
Creative Director: Marcelo Fedrizzi (Fischer+Fala)
Creative Director: Rafael Merel (Fischer+Fala)
Chief Executive Officer: Eduardo Fischer (Fischer+Fala)
Chief Executive Officer/Planner Director: Antonio Fadiga (Fischer+Fala)
Planner Director: Flavia Campos (Fischer+Fala!)
Planner Manager: Rafaela Badaró (Fischer+Fala!)
Media placement: Broadcast TV - Multishow - 11, September 2010
Media placement: Magazine - Rolling Stones, Dj Mag, Billboard, Lounge, Cool Mag, Mix Mag, Dj Sound - 1, August 2010
Media placement: Social Networks - Twitter - 1, August 2010
Media placement: Radio - Sp Capital (Jovem Pan E Metropolitana), Biggest Radio In SP Insider - 11, September 2010
Media placement: Internet - BaresSP, Oba Oba, Guia Festas, VaipraOnde, Vc Vai, Agito Brasil, Guia BH - 1, August 2010
Media placement: OOH - Large Panels On Roads And Ferries - 1, September 2010

Insights, Strategy & the Idea
HEINEKEN's objective was to consolidate itself in the premium beer segment in Brazil, increasing its share from 0.2% to 3% marketing share in 5 years. In order to achieve this goal, the company repositioned its communication target focusing its efforts on the youth, class AB, 23-29 y.o. Heineken is already seen as a young, premium, cool beer, bringing the bitter taste that distinguishes it from other products in Brazil, automatically making it a more distinctive beer.
In 2010 HNK Brazil sponsored one of the biggest music events across the country - SWU Music Festival - providing an unprecedented and unique experience with the best DJs in the electronic scene through the creation of Greenpeace tent.
But it was necessary to create actions that could legitimize the essence of HNK with their consumers.
And why not create a reality show within the festival, with the vision of this young HNK consumer?

Creative Execution
Motivated by this challenge, we created the reality show "MOTOR HOME HEINEKEN" bold project that would take six people, accompanied by one of the most popular personality of the young universe, to live the experience of a huge festival. Enjoying the greatest attractions of rock and electronic music, living in a motorhome, and with full access to the entire festival, during three days of event.

Through a cultural contest in Multishow channel, mainly young pay TV, we produced exclusive programetes, inviting the audience to visit the website and participate in the contest.

On social networks, the disclosure generated spontaneous attributions, as well as involvement in the station website, which gave us customized space with editorial content produced to increase participants’ expectation.

The content produced during these three days generated a 30 minute program, aired at prime time and replayed on the station's alternative timetable with more adherence to HNK target.

Results and Effectiveness
114,580 people subscribed in the campaign during the 15 days of promotion.
On social networks, the project has attracted 14,068 HNK followers on Twitter and generated 17,080 page views from HNK fan page on Facebook.
The 30 minute prime time program and six rerun episodes reached 11,624,000 viewers, 3.6 times Madrid population.
Action done for young people, designed in a young way that contributed directly to the increase of awareness between brand and consumers.
Just as a curiosity, more than 700,000 cans were consumed during the festival, which received 164,500 people.