Drinkies by Heineken is an app which allows Amsterdam to order ice-cold drinks and snacks whenever and wherever they want at retail prices. This campaign introduced Drinkies to new students in Amsterdam promoting its fast beer delivery service, and moved with them through their new city.
Student targeting for new app users
During the summer student introduction/fresher’s week, thousands of new Amsterdam students followed an extensive programme to get to know their city and the student associations. Perfect timing for Drinkies to introduce this new generation to their on-demand service for ice-cold drinks and snacks.
Mees, E-commerce Manager at Heineken: ”Together with Sage+Archer we had 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.”
Its media agency DEPT did this by developing a smart and location-driven media plan using Sage+Archer that allows Drinkies to move around the city with the students online and offline.
Data-driven
In addition to mobile creatives, focusing on students and student locations in Amsterdam, the brand also targeted specific DOOH screens. Based on the student introduction program, in combination with mobile data, S+A could accurately determine which outdoor screens were the most effective at reaching students.
Tim Markestein, Client Success Manager at Sage+Archer: ”We could even chose to target one side of the same screen, but not the other. This data-driven way of purchasing with JCDeceaux helped to target the students as effectively as possible.”
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