As terraces finally opened again in April, city consumers were invited to enjoy and asked to share their first glass of Heineken in a digital OOH campaign.
Heineken ran a three-stage campaign, initially building up to the big release and bars opening with ads containing a countdown ticker. They promoted their venues to encourage consumers to visit a local outlet, and then asked them to share photos of them enjoying #thefirstbeer on a terrace, to be populated as dynamic content back into the screens.
DYNAMIC CREATIVE
Dynamic creative was used throughout each stage of the campaign, maximising the unique html5 capability of Sage+Archer.
From the initial countdown clock, to using a real time feed, content was localised to the location, and bar, both supporting local bar owners whilst promoting the Heineken brand. As consumers enjoyed #thefirstbeer, their photos were uploaded, and populated back into the creative, again together with location targeting, so that the consumers could see their photos in the area they were drinking.
The campaign was a perfect blend of branding, call to action, and consumer reward, maximising the capabilities of dynamic creative, and hyper-targeting unique to the Sage+Archer platform.
