Maes Promo, Case study MAES VS AB INBEV by TBWA\ Brussels, Vizeum

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Belgium
Agency TBWA\ Brussels
Creative Director Jan Macken
Art Director Jeroen Bostoen
Copywriter Pol Sierens
Agency Vizeum
Released July 2010

Credits & Description

Category: Best Localised Campaign
Advertiser: MAES
Product/Service: BEER
Agency: VIZEUM
Date of First Appearance: Jul 19 2010
Copywriter: Pol Sierens (TBWA)
Art Director: Jeroen Bostoen (TBWA)
Creative Director: Jan Macken (TBWA)
Account Director: Jochen De Greef (TBWA)
Account Manager: Charlotte Lindemans (TBWA)
Account Manager: Hanne De it (TBWA)
Brand Manager: Tine Van Nevel (Alken Maes)
Marketing Manager Belgium: Lies Eeckman (Alken Maes)
Marketing Director: Nicolas Lambert (Alken Maes)
Media placement: Mobile Outdoor - Euromobile - July 19, 2010

Insights, Strategy & the Idea
Maes is a Belgian lager trying to challenge the market dominated by AB Inbev, the worlds largest
brewer. Their market share is about 6 times ours, everyone drinks their beers and nobody questions their taste any more.
To change that we had to reach out for consumers that were drinking the competitor's beers and who so far considered Maes as a lower quality beer.

We’ve organized the National Maestest, the biggest tasting ever in Belgium. Ten Maes cars (pimped vintage VW-buses with a beer tap inside) drove trough Belgium during 2 weeks, visiting every single one of the 593 communes in Belgium.
The aim was to make people taste, and ask them one simple question: Do you like the improved taste of Maes? At the end of the National test we assembled all votes of people that tasted and used the results of the test in a national campaign.

Creative Execution
To let the whole Belgium know about the results of our test we used big size and mobile outdoor. The size of the medium reflected how proud Maes was with the results.
Proximity was key in the whole action (we visited every commune in Belgium): outdoor was the best way to prove how close Maes is to its consumers.
We communicated the specific regional results with different headlines per region, announcing the results with dedicated copy for every region.
The headquarters of the biggest brewer in the world, AB Inbev, is situated in Leuven.
Our results in Leuven where extremely good as well, and as the challenger brand, we wanted to show our attitude by gently kicking the gigantic competitor.
This is why we sent a mobile billboard to the headquarters of AB Inbev saying:
 “97% of the Belgians like the taste of the new Maes. The others work here.”

Results and Effectiveness
A massive social media buzz started with an employee of AB Inbev that saw our mobile passing by, took a picture and uploaded it on his Facebook wall.
It was picked up in no time by national press an appeared on numerous Belgian websites, blogs, in national newspapers and circulated on social network sites. 
The amount of Maes adorers went up by 23%. Consumer tests after the campaign showed that the number of people that found our beer of excellent quality was raised by 56%, reaching a historical height for Maes, and we have gained 12.4% in market share.