Drinkies by Heineken introduced new students to Amsterdam with its fast beer delivery service. With a campaign that moves with them through their new city.
Student targeting for new app users
Last summer during the student introduction week, thousands of new Amsterdam students followed an extensive programme to get to know their city and the student associations. A good moment for Drinkies to introduce this new generation the on-demand service for ice-cold drinks and snacks.
Mees, E-commerce Manager at Heineken: ”Together with MobPro and S+A we have been campaigning for the Drinkies app last summer. The better we respond to a moment or a target group, the more positive the effect on downloads and orders. That’s why, in order to reach students, we once again focused on how to use media and creation.”
MobPro did this by developing a smart and location-driven media plan that allows Drinkies to move around the city with the students online and offline.
In addition to mobile creatives, focused on students and student locations in Amsterdam, S+A also targeted specific digital out-of-home screens. Based on the student introduction program, in combination with mobile data, S+A determined very accurately which outdoor screens reached students best.
Maartje Luns, campaign manager at MobPro: ”We chose to target one side of the same object, but not the other. This data-driven way of purchasing with JCDeceaux helps to target the students as best as possible”
Drinkies by Heineken is an app which allows Amsterdam to order ice-cold drinks and snacks whenever and wherever they want at retail prices. MobPro has been responsible for the growth of the app in the city together with Dentsu Media since the summer. Mobile first creative agency 24AM is responsible for the creatives.