Heineken Promo, Case study TASTEBUDDIES by 358 Helsinki

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Finland
Agency 358 Helsinki
Director Miikka Lommi
Creative Director Antero Jokinen, Erkki Izarra
Art Director Maria Fridman
Producer Katja Jokinen, Petra Yli-Hemminki, Peggy Petrell
Photographer Jussi Puikkonen
Illustrator Natalia Parra
Released August 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: HARTWALL
Product/Service: HEINEKEN
Agency: 358 HELSINKI
Date of First Appearance: Aug 14 2010
Entrant Company: 358 HELSINKI , FINLAND
Creative Director: Antero Jokinen (358)
Executive Director: Sami Alppiranta (358)
Creative Director: Erkki Izarra (358)
Art Director: Maria Fridman (358)
Creative / Copywriter: Valtteri Väkevä (358)
Illustrator: Parra (Freelancer)
Director: Miikka Lommi (Kennel Helsinki)
Producer: Katja Jokinen (Kennel Helsinki)
Photographer: Jussi Puikkonen
Graphic Designer: Ville Kovanen (358)
Producer: Peggy Petrell (358)
Producer: Petra Yli-Hemminki (358)
Media placement: Event - Flow Festival, Helsinki - 14 August 2010
Media placement: Print - Basso, Image - 1 August 2010
Media placement: Poster - Store Placement, Helsinki - 1 September 2010
Media placement: Online - Campaign Website, Youtube - 1 September

Insights, Strategy & the Idea
In 2010 Heineken became the main sponsor of Flow Festival in Helsinki. Flow is an established get together of 50.000 hipsters that are very allergic to all sponsorship and branding. We wanted to get the audience of 50.000 people at the Flow Festival in Helsinki to spend time and engage with the brand. Our secondary goal was to come up with something that would make it to the official program of Flow.

Creative Execution
The idea was: Lock two designer’s inside a container. Give them a visual brief and 30 minutes to invent a new product. The ideas were illustrated live on stage by Dutch illustrator Parra. Before the event there were radio interviews of the designers, a Tastebuddies fanzine, a blog and a Facebook event. At the festival the container was placed next to the main stage. We built a bar in front of it, so people could see the designers inside the container. A multi-camera broadcast unit shot footage for the event and online documentaries. The documentaries were posted on the Tastebuddies blog and on YouTube.

Results and Effectiveness
We reached over 250 000 people. Heineken sales grew more than targeted. The Finnish hipsters seemed to have a great time at the Tastebuddies bar and engaged with the brand. From a single event we produced a totally new kind of campaign and got tons of attention for the brand in Finland. And we made it to the official festival program.