Beverages - Alcohol

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2017 BRONZE

There's More Behind the Star

Brand: Heineken
Client: Cuauhtemoc Moctezuma Heineken Mexico
Agency: Publicis Mexico
Language: Spanish

2017 BRONZE

Tiger: Uncage Street Food

Tiger Beer is to hawkers what hawkers are to Singapore. But Tiger’s brand was in decline, and its primary consumption channel – hawkers – was also declining. As the proud brand of Singapore, Tiger sparked a movement to reignite the pride in hawkers and get more people supporting their locals, reclaiming its position as the brand of Singapore and securing the future of one of Singapore’s cultural icons.

Brand: Tiger Beer
Client: Asia Pacific Breweries (Singapore) Pte Ltd
Agency: BBDO Singapore
Language: English

2017 BRONZE

The Timezone

Although Heineken and UEFA Champions League (UCL) are virtually synonymous in Brazil, this year there were new barriers. Increasing investments in the category, competition from Budweiser with more focus on sports, and other sponsors of the championship performing major activations for the first time are why we are betting on brand building instead of appealing to the beer market clichés. Even though we had to respond to aggressive sales goals, we chose to strengthen key brand attributes to thereby drive sales and increase market penetration.

Targeting a challenging increase in market penetration during the quarter, we chose to broaden the brand's activations before the most iconic moment of the championship, the grand finale. However, with the midweek games in the afternoon, we could not just enhance our passion for the sport, we needed to go further.

Being at work does not prevent the consumer from watching the game: the 'Brazilian way' dominates. But we needed to encourage these fans not only to have a better experience but to create a moment of consumption. The big idea came when we looked for a way to get fans out of work early, instead of trying to fool their bosses, and enjoy the games like a true European.
Thus was born, 'The Timezone'- it's not that the UCL games that happen early, it’s that you’re living in the wrong time zone.

With an experimental digital platform with several partners that could help consumers live in a different time zone, we were able to explore real consumer behavior and insert the brand into it in a natural way. This has generated enormous response and connection with the consumer. To conclude, we held the first open party of Heineken to the general public in the grand finale.

'The Timezone' became the 2nd most shared and commented film in the world and the 3rd most viewed in the history of Heineken, including in international news in other countries. The final party had its first batch sold in less than 1 hour, and in the quarterly brand tracking survey, seven major brand attributes reached historic records for the brand in Brazil throughout the general public.

The campaign also achieved a significant sales result, exceeding all targets with a significant increase in penetration and sales, consolidating the brand's leadership in the category.
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Apesar de Heineken e Uefa Champions League (UCL) serem praticamente sinônimos no Brasil, este ano havia novas barrei-ras. Investimentos cada vez maiores na categoria, Budweiser com maior foco em esportes, além de outros patrocinadores do campeonato realizando grandes ativações pela primeira vez. Por isso, resolvemos adotar uma estratégia na contramão do mercado.
Apostamos no fortalecimento da marca em vez de apelar para os clichês do mercado de cerveja, mesmo tendo de responder a objetivos tão agressivos de vendas. Fortalecer os principais atributos de marca para, assim, impulsionar vendas e aumentar penetração.
Tendo como objetivo um desafiador aumento de penetração no trimestre, escolhemos ampliar as ativações da marca para antes do momento mais icônico do campeonato, a grande final. Porém, com os jogos ocorrendo no meio da semana, à tarde, não podíamos simplesmente enaltecer a paixão pelo esporte, precisávamos ir além.
Estar trabalhando não impede o consumidor de assistir ao jogo: o ‘jeitinho brasileiro’ domina. Mas precisávamos estimular esses fãs a não só ter uma experiência melhor, mas criar um momento de consumo. A grande ideia veio quando buscamos um jeito de fazer os fãs saírem do trabalho mais cedo, em vez de tentarem enganar seus chefes e curtirem os jogos como um verdadeiro europeu.
Nascia assim, ‘The Timezone’. Pois, não são os jogos da UCL que acontecem cedo, você que vive no fuso horário errado.
Com um experimento e uma plataforma digital com diversos parceiros que podiam auxiliar os consumidores a viverem em um fuso horário diferente, conseguimos explorar um comporta-mento real do consumidor e inserir a marca de forma natural. Isso gerou enorme repercussão e conexão com o consumidor. Para finalizar, realizamos a primeira festa aberta da Heineken ao público em geral na grande final.
‘The Timezone’ tornou-se o 2º filme mais compartilhado e comentado e o 3º mais visto da história da Heineken no mundo, virando inclusive notícia internacional em outros países. A festa da final teve seu primeiro lote vendido em menos de 1 hora e, na pesquisa de tracking de marca trimestral, sete importantes atributos de marca atingiram recordes históricos para a marca no Brasil dentro do público em geral.
A campanha também obteve um resultado expressivo em vendas, superando toda as metas com um aumento significativo de penetração e vendas, consolidando a liderança da marca na categoria.