Brand experience: To and from, Digital & On-ground. How we communicated the Heineken Credential with their consumers.
Scope of work:
IMC Strategy Digital Experience KOL Management Experiential
Date:
2023
Project:
IMC Campaign
Client
Heineken
Heineken First Sip Campaign
The Brief:
To create a disruptive ABTL campaign to single-mindedly communicate Heineken is the best quality larger option through young consumers' language and cultural habits.
BBM Creative:
We studied the young consumers' habits and created single-minded messages to create a connection between Heineken's star quality and consumers' drinking occasions, creating an imagery that A sip of Heineken is the start of their good times.
Send a Sip: Consumer Experience
We studied young consumers' drinking habits and found that brand loyalty towards beer brands is weak, the choice of beer largely depended on the cost factor & decision-making habit which is group group-oriented nature. (Ordering the same beer type as friends & peers). We leverage these findings to craft a mechanism. Using a microsite as a medium, consumers can share short video clips of them enjoying a sip of Heineken beer. Through the microsite, they can send the video clip along with a custom message and a free beer to their friends and loved ones.
Consumer Experience
We aim for a seamless consumer experience by carefully selecting touchpoints from ATL to BTL. Our microsite bridges the digital and physical experiences, leveraging social media to guide consumers to our locations for an authentic Heineken experience.
