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.
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, 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.
