Heineken: NEW YEAR'S OF THE WORLD

Credits & Description:

CLIENT SIROCCO
PRODUCT HEINEKEN
ENTRANT J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
TYPE OF ENTRY MEDIA: USE OF MEDIA
CATEGORY USE OF SCREENS & AUDIO IN A MEDIA CAMPAIGN
TITLE NEW YEAR'S OF THE WORLD
PRODUCT/SERVICE HEINEKEN
ENTRANT COMPANY : J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
ADVERTISING AGENCY : J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
TRISTAN FITZGERALD JWT DUBAI CREATIVE DIRECTOR
MAHESH POWER JWT DUBAI SENIOR ART DIRECTOR
FILIPA MAURICIO JWT DUBAI ART DIRECTOR
JAAFAR ATWI JWT DUBAI PRODUCTION MANAGER
NATHALIE GEVRESSE JWT DUBAI HEAD OF ACCOUNTS
YULIA KURDINA JWT DUBAI SENIOR ACCOUNT MANAGER
VARUN KARANI JWT DUBAI ACCOUNT EXECUTIVE
SEYOAN VELA JWT DUBAI EXECUTIVE CREATIVE DIRECTOR
Results and Effectiveness:
3. 33% of clubbers enjoyed a Heineken on the night 4. Volume was up 100% on previous New Year
Creative Execution:
We designed a bar as a giant World Clock. We made an interactive screen, featuring a world map, from Heineken bottles. When midnight hit key expat cities, the display would count down and light up. Then we’d get that New Year’s party started with podium dancers, custom animations and Twitter messages using our hashtag.
Insights, Strategy and the Idea:
Heineken wanted to increase beer sales and elevate brand perception at Zero Gravity, one of the biggest club venues in Dubai, on the biggest night of the year – New Year’s Eve. The problem was that consumers generally switch from beer to spirits like vodka when they hit the club. We built on a powerful audience insight: as 92% of Dubai’s population are expats, most clubbers have one eye on midnight back home on New Year’s Eve, as well as celebrating at midnight Dubai-time. Our idea was to enable clubbers to celebrate EVERY expat New Year throughout the night.