Heineken: AMSTEL SAFE

Credits & Description:

Advertiser: HEINEKEN
Agency: NEXT-DC
Category: Interactive
Client Service Director: Dessislava Vekilska (Next-DC)
Head Of Digital: George Yanakiev (Next-DC)
Art Director: Evgenia Nikolova (Next-DC)
CEO/CCO: Maria Todorova (Next-DC)
Creative Director: Momchil Zakhariev (Next-DC)
Account Executive: Monika Simeonova (Next-DC)
Account Director: Hristo Petkov (Next-DC)
Amstel Brand Manager: Vanyo Slavov (Heineken/Zagorka Brewery)

Outcome
Through a small investment we are organizing a fun and low cost trial of the brand. Amstel is improving the quality of the keen professionals' free time and conversations and successfully reduces stress in the biggest Bulgarian cities. Thanks to Amstel more and more people now enjoy their beer and free time without mailing tweeting, commenting, picturing or and sharing...

Client Brief Or Objective
Develop and propose a low budget communication concept that positions Amstel as the brand that brings out the liberal-minded spirit of Amsterdam. Connect with core target Keen Professionals and make them choose Amstel over competitors in social gathering occasion and close the gap between awareness and consideration ratio.Through a small investment, to organize a low cost trial of the brand and to engage the target by making them feel liberated and released.

Relevancy
Keen professionals are obstructed by several barriers preventing them from true relaxation: talking or thinking about work, staying connected via sharing, checking-in, talking, instagramming.That is why we decided to help them rediscover the true purpose of free time.By creating situations and tools which will remind men that real free time knows no expectations and obligations. By analyzing the specific barriers that prevent keen professionals from true liberation and finding ways to avoid them. We want to remind men that drinking beer should stay pure and undiluted with other social activities such as work, Facebook, Foursquare...

Implementation
Create the first ever smartphone wardrobes in different venues.People who leave their phones there, get an Amstel key and a free Amstel beer in order to enjoy their time and conversations undistracted. We remind people that drinking beer should stay pure and undiluted with other activities such as work and social activities such as Facebook, Tweeter , Instagram... Through a small investment we are organizing a fun and low cost trial of the brand, which successfully reduces stress in the biggest Bulgarian cities.