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 sur une terrasse, afin de les afficher sous forme de contenu dynamique sur les écrans.
Une création dynamique a été utilisée à chaque étape de la campagne, maximisant la capacité html5 unique de 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.
La campagne était un mélange parfait d'image de marque, d'appel à l'action et de récompense du consommateur, maximisant les capacités de la création dynamique et de l'hyper ciblage unique à la plateforme Sage+Archer.