Heineken Promo, Case study REACH THE SUNRISE by Heineken International, Publicis Italy

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REACH THE SUNRISE

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Italy
Agency Heineken International
Associate Creative Director Kevin Russell
Creative Director Bruno Bertelli, Pietro Maestri, Flavio Mainoli, Cristiana Boccassini, Paolo Cesano
Art Director Costanza Rossi, Valeria Vanzulli Publicis Italy
Copywriter Francesca Bonomi
Client Service Director Stefania Savona - Account Director
Account Supervisor Giada Salerno
Agency Publicis Italy
Art Director Marco Viganò, Fabrizio Tamagni
Released December 2011

Credits & Description

Category: Best International PR Campaign
Advertiser: HEINEKEN
Product/Service: RESPONSIBLE DRINKING CAMPAIGN
Agency: PUBLICIS ITALY
Agency: HEINEKEN INTERNATIONAL
Creative Director: Cristiana Boccassini (Publicis Italy)
Creative Director: Bruno Bertelli (Publicis Italy)
Copy Writer: Rachele Proli (Publicis Italy)
Copy Writer: Michela Talamona (Publicis Italy)
Art Director: Fabrizio Tamagni (Publicis Italy)
Copy Writer: Michele Picci (Publicis Italy)
Art Director: Marco Viganò (Publicis Italy)
Art Director: Valeria Vanzulli (Publicis Italy)
Copywriter: Francesca Bonomi (Publicis Italy)
Art Director: Costanza Rossi (Publicis Italy)
Production Company: (Sonny London)
Production/Post Production Company: (Moving Picture Company London)
Client Service Director: Stefania Savona (Publicis Italy)
Creative Connector: Bela Ziemann (Publicis Italy)
Account Supervisor: Giada Salerno (Publicis Italy)
Agency Producer: Mariella Maiorano (Publicis Italy)
Planning Director: Alastair Maclean (Publicis France)
Associate Creative Director: Kevin Russell (Akqa)
Senior Account Director: Bonnie Boodram (Akqa)
Account Manager: Marysia Collins (Akqa)
PR: Diana Artico (Heineken International)
Media placement: Internet Video - Youtube, Facebook - December 9th 2011
Media placement: TVC - All Around The World (27 Markets) - December 12th 2011
Media placement: Sampling - Live Event In NYC, Pubs & Clubs around the world - Jannuary 1st 2012
Media placement: Live Event - Club In NYC - January 1st 2012
Media placement: Ambient - Best Sunrise Spots Of The World (San Francisco, Rio De Janeiro, London Etc) - December 9th 2011
Media placement: Branded Content - Facebook, Beatport, I-Tunes, Soundclouds Etc - December 9th 2011
Media placement: Video Clip - Youtube, Facebook, Clubs - December 23rd 2011
Media placement: Other Screen - Maxi Screen in Times Square NYC - December 22nd 2011

Summary of the Campaign
In 2011, Heineken launched a responsible drinking campaign to encourage 25-year-old men to drink in moderation. From statistics we knew that they ignored campaigns that were warning of the negative consequences of excess alcohol.

The Challenge: We had to find a relevant consumer insight, to get young guys interested in moderate drinking.

The Discovery: They are not worried about the dangerous consequences of excess alcohol, but what bothers them is to miss out on all the opportunities of the night when getting too drunk.

The Objective: Heineken did not want to launch yet another responsible drinking campaign but wanted to initiate a moderate drinking conversation.

The Strategy: ‘Only moderate drinkers can enjoy the best opportunities of the night until the very end of it.’

The Execution: An integrated campaign that shows witty acts of moderation, promoting the opportunities of the night all the way to the end it, where sunrise is the only elimination ceremony.

Campaign Message: Sunrise belongs to moderate drinkers.

The campaign was designed to create a social media conversation, using Heineken’s Facebook page as the hub for moderate drinking with cross feeds from Twitter, blogs and target related community sites like beatport and YouTube.

The Outcome: After the campaign, social media conversations about responsible drinking related to Heineken’s campaign showed a significant increase.

The Situation
A lot has been said about responsible drinking and its negative consequences by the marketing industry, journalists and non-governmental organisations, but unfortunately people never cared or shared this topic. So, instead of preaching and warning about the risks of alcohol excess with just another responsible drinking campaign, Heineken decided to launch a positive argument into the social media space. Something that 25-year-old men would talk about and that had the potential to trigger behavioural change.

The Goal
The objective was to create a social media conversation about moderate drinking amongst 25-year-old men (Heineken core target). From research on Twitter, YouTube and Facebook, we learned that the way this topic was communicated in the past, with all its negative consequences, was not relevant as long as they were not personally affected. Instead we learned from face-to-face interviews that they consider excessive drinking a way to have fun they only would regret the next day when they’ve missed out on a great opportunity the night before.

The Strategy
Heineken believes that the world is packed with opportunities for people that are open-minded, confident and resourceful. Heineken’s brand strategy is to empower and enable consumers to become a man of the world. Since research told us that our target regrets to miss out on the opportunities of the night when being too drunk, we knew that our strategy had to be a social media conversation about the opportunities of the night. And to avoid a Heineken campaign monologue, we engaged the target at the moment of alcohol consumption all the way to the end of the night. Where sunrise is the only elimination ceremony. We launched: ‘Sunrise belongs to moderate drinkers.’

Execution
The film was launched towards the end of 2011 in 27 markets worldwide for a total running time of 4 weeks. And on New Year’s Eve, it was projected to 1m people in Times Square, the biggest alcohol party of the year. That same night, the tailor made campaign track mysunrise was performed in a New York club, whilst posters and beer coasters were reminding people not to miss the best opportunities of the night. Here and in other clubs around the world, water bottles were given away for people to pace themselves. Heineken sofas in the most iconic sunrise spots worldwide were inviting people to tweet sunrise pictures using #mysunrise. All tweets have been displayed on Heineken’s Facebook page, the hub of the moderate drinking conversation. The content uploaded have been used to produce a music video for mysunrise, which was then played in clubs worldwide.

Documented Results
In 4 weeks:
Responsible drinking conversations +20%.
Heineken owned 74% of the global social media buzz on moderate drinking.
Over 30,000,000 media impressions.
3,000,000 online views.
Effectiveness in promoting responsible drinking +10%.
Brand credibility +20%.
15,000 users viewed campaign PR online.