Heineken Promo HEINEKEN TOUCH MAZE by Iris Amsterdam

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Industry Beers and Ciders
Media Promo & PR
Market Singapore
Agency Iris Amsterdam
Creative Director Tom Ormes
Art Director Subha Naidu, Echo Tan, Chris Shie
Released October 2010

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: HEINEKEN
Product/Service: BEER
Date of First Appearance: Oct 13 2010
Entrant Company: IRIS WORLDWIDE, Singapore, SINGAPORE
Creative Director: Tom Ormes (Iris Singapore)
Art Director: Subha Naidu (Iris Singapore)
Copy writer: Aaron Lee (Iris Singapore)
Art Director: Chris Shie (Iris Singapore)
Art Director: Echo Tan (Iris Singapore)
Managing Director: Luke Nathans (Iris Singapore)
Account Director: Charlie McCarthy (Iris Singapore)
Account Manager: Charlene Wee (Iris Singapore)
Media placement: Activation - One Fullerton, Wisma Atria - 13 October 2010

Describe the objective of the promotion.
To build awareness around the new Heineken Textured Cans - a can with raised textured ink on the surface so you can feel your beer as well as taste it. The promotion also aimed to achieve an increase in brand affinity, underline Heineken’s position as an innovative brand and drive volumes during the campaign period.

Essentially, we needed to get people aware of the offer and then get the new cans in their hands.

Describe how the promotion developed from concept to implementation.
The brief was to create a typical ATL advertising campaign. However, we challenged the formula by creating an experience that brought to life the unique nature of the Heineken Textured Can. This resulted in an interesting, memorable experience, the Heineken Touch Maze - a pitch-black maze that creates the perfect environment to heighten your sense of touch. We encouraged consumers to feel their way to the can and be rewarded at the end with an ice cold can of Heineken that they could both taste and feel. The maze was placed at high traffic, key consumption areas.

Explain why the method of promotion was most relevant to the product or service.
The release of a new packaging is normally a simple, retail and ATL campaign. However, we wanted to introduce Singapore to a beer that not only tastes good but also feels good too. We created a challenge to remind consumers how good it is to touch. To start a touch movement. To get their hands on the Textured Can through an unconventional experience. This made it all the more exciting, and certainly more memorable.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Every night, the Heineken Touch Maze ran out of Textured Cans, such was the demand to experience the event.

The campaign exceeded all objectives on a brand and commercial level:

Worth paying more for: 51%, up 9% – 5% above target*
Innovative brand: 48%, up 2%*
Leading International beer: 50%, up 5% – 2% above target*
Campaign likeability: 62% either liked it or liked it very much*
Strong brand association: 94% (above the average of 92%)*
Attractive packaging: 51%, up 6% from previous month*

Actual sales for the 33cl can exceeded target by 25%.

* Source: TNS MLBT Brand Tracker