Heineken Day-28

Overview:

In 2016, Heineken celebrated its 20th year as a partner of the Australian Open. Red Agency’s task was to amplify Heineken’s activity at the Open to consumer and trade, with key points being the Heineken Beer Garden, Heineken Live Stage and the biggest day of off-court action at the tournament, Heineken Saturday. A core objective was to create social credibility around the activity and amplify the buzz generated around the brand during the Australian Open

 

Execution:

Red Agency engaged influencers aligned to Heineken’s ‘Man of the World’ target market, inviting them to join Heineken for a VIP experience at Heineken House. Top tier influencers were invited to Heineken Saturday. Melbourne metro, lifestyle and events media were engaged to put Heineken’s activity top of mind for those heading to the Open and drive footfall to the Heineken area.

To further amplify Heineken’s presence at the Australian Open, Red Agency launched Heineken’s Star Serve program designed to engage bartenders to uphold the brand’s high standard of service. A mystery shopper was enlisted to visit bars across Melbourne to see if Heineken was being served correctly and the content was all captured on hidden camera. Bar staff providing Star Serves were rewarded with tickets to high profile AO matches:

https://www.youtube.com/watch?v=uhVYKz2yalw

 

Outcomes:

  • Red Agency exceeded all KPIs across pre-event trade and consumer, as well as event content from influencers and consumer media
  • Red Agency secured attendance with and hosted 18 influencers including top tier celebrities such as Firass Dirani, Sam Frost and Sasha from The Bachelorette and Miss Universe Australia, Monika Radulovic. This resulted in 31 influencer posts reaching more than 2.8 million fans/followers
  • 17 pieces of trade coverage was secured across leading trade titles including AdNews and B&T. Each Star Serve article featured the video
  • 17 pieces of pre-event consumer coverage was secured across Melbourne metro, local and lifestyle media including KIIS 101.1, Gold 104.3 and Melbourne Leader
  • Hero coverage included Daily Mail publishing three articles on Sam and Sasha’s attendance at Heineken House, with full branding included throughout

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