Sage+Archer won the MWG AMMA award for Best Media Innovation, with Heineken beer. This campaign showcased programmatic DOOH innovation at its best, with dynamic creative and hyper-local targeting, producing a consumer first, high impact campaign.
Heineken celebrates post-lockdown with collective campaign
As terraces finally opened again in April 2021, city consumers were invited to enjoy a Heineken beer and asked to share their first glass of Heineken in a dynamic DOOH campaign.
Heineken ran a three-stage campaign, initially building up to the big release and bars re-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.
Heineken uses dynamic creative in outdoor for localized ads
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, the content was localised to the location, and bar, supporting local bar owners whilst promoting the Heineken brand. As consumers enjoyed #thefirstbeer, their photos were uploaded and populated back into the creative. Together with location targeting, 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.
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Why did we won the Award for Best Media Innovation?
The Digital Out of Home (DOOH) industry is evolving at a rapid pace. Across Europe, traditional poster locations are being replaced with digital screens more and more. Whereas in display advertising there are certain standards for using ad sizes (IAB Formats) and ad player software, out-of-home publishers use different ad player software and offer a variety of screen resolutions. Resulting in the DOOH industry having a multitude of different screen sizes with each their own technical specifications.
For brands like Heineken that want to reach consumers with relevant content through multiple screens, it could result in having to create hundreds of different creatives (for different sizes, technical specifications and versions) for only one campaign. Not quite efficient nor scalable – not for Heineken, but also for other brands.
That is why Sage+Archer used Heineken as a use case to make the effort to try to set a standard for DOOH. For this, we analyzed the player specifications of each and every DOOH publisher in the Netherlands and across Europe. Using the HTML5 technology, combined with CSS, we developed one HTML5-built creative that could respond to each player. This solution was then thoroughly tested together with all DOOH publishers to make sure it worked perfectly.
After the successful test, Heineken was able to execute its marvellous post-lockdown campaign idea. This means that together with the publishers we’ve come up with a creative and scalable solution for many other brands to use as well.
Conoce todas las categorías de premios de MVG AMMA y a sus ganadores aquí.
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Para obtener más información sobre esta campaña o la oportunidad de lanzar una campaña en Digital Out-of-Home o dispositivos móviles, marca al +31 20 702 8206. También síguenos en Linkedin para estar al día sobre novedades y campañas innovadoras.