Category: Titanium and Integrated
Advertiser: HEINEKEN
Product/Service: HEINEKEN
Agency: FISCHER & FRIENDS
Chief Creative Officer: Mario D'andrea (Fischer & Friends)
Creative Director: Marcelo Fedrizzi (Fischer & Friends)
Creative Director: Rafael Merel (Fischer & Friends)
Convergence Director: Bruno Mendonça (Fischer & Friends)
Convergence: Artur Polatti (Fischer & Friends)
Convergence: Renato Michalischen (Fischer & Friends)
Convergence Vice-President: Pedro Porto (Fischer & Friends)
Operations Director: Luiz Villano (Fischer & Friends)
Media placement: Newspaper Notice - Promark Impresso - 8 August 2011
Media placement: Newspaper Notice - Destak - 9 November 2011
Media placement: Web Notice - Blue Bus - 5 August 2011
Media placement: Web Notice - Ad News - 5 August 2011
Media placement: Web Notice - Portal Da Propaganda - 5 August 2011
Media placement: Web Notice - Mundo Do Marketing - 8 August 2011
Media placement: Web Notice - Vox News - 8 August 2011
Describe the campaign/entry
Heineken is a beer renowned for its quality and flavour. We have taken advantage of these characteristics to present it in a different and unusual way: as an option for a present on Fathers Day. Moreover, we have reinvented the sending of the traditional bouquet of flowers, which was formerly something only women received.
Describe how the campaign/entry was launched across each channel in the order of implementation
We have created a bouquet of flowers that every man would like to get - a bouquet from Heineken. In a novel partnership with the major online florist in Brazil, we have created the Heineken bouquet. To publicise it we are using 1 tweet, 1 post on Facebook and 1 marketing email.
Give some idea of how successful this campaign/entry was with both client and consumer
The product was sold out in less than a day and there were 2,000 mentions on social networks. Sales of Flores Online also increased 30%. So we have created a new custom, giving Heineken as a gift for Fathers Day, something never done before. And what is more, we have established a new date for sales promotions for our client.