Dutch consumers were asked to share their first draught of Heineken online in digital outdoor when terraces opened again.
When Dutch consumers were finally allowed to visit bars again, Heineken asked them to share #thefirstbeer on their favourite terrace. A 3-stage digital out of home campaign was set up in order to activate this: 1) countdown for opening 2) activate local outlets and 3) show User Generated Content of #thefirstbeer.
In every phase of the campaign dynamic creative was shown
With HTML5 and a real time feed Heineken was able to optimise and make relevant specific to the situation and content that was shared per bar and location. This resulted in a super relevant campaign, supporting local bars owners whilst promoting and celebrating the first draught (of Heineken) after lockdown. S+A loves to use the various opportunities html5 has to offer and really celebrates clients that want to use all these benefits. Check out more cases like this that use html5.
Heineken really used all the things possible in html5 and was therefore extremely relevant. The infrastructure allowed S+A to be present on all DOOH screens in the Netherlands. To go all in like Heineken and really use all the things possible to celebrate this joy-full moment is super cool and possible because of this infrastructure.
The campaign led to a lot of positive feedback and people really noticed the campaign. The push towards more dynamic and relevant content is more imminent than ever. S+A will push the possibility of running cool stuff like this in the Netherlands and also in other markets. We are currently testing with publishers in the UK, Belgium, Spain and Germany. As we believe that responsive, dynamic DOOH creatives are the way to maximise impact of every contact and takes away a lot of problems asset creation and measurement part.