2001 BEST USE OF OUTDOOR WINNER
WINNING ENTRY - The Heineken Green Line
COMPANY - Starcom Worldwide
CLIENT - Heineken
SPONSORED BY
OBJECTIVE
In an Olympic year on a low budget without any of the lucrative sponsorship deals achieved by some of its competitors, Heineken set Starcom the task of achieving maximum cut-through and maintaining brand awareness in a crowded market.
CAMPAIGN
TThe brief was 100% TV. Starcom hired a bus. Supported by TV and radio, the free Heineken Green Line bus visited restaurants, bars, pubs and clubs over a 14-week period in Sydney and Melbourne to get close to its core target of "young haves", under 34 year-olds on a $40,000+ wage. Other outdoor mediums used included metrolites and 24-sheet posters along the route and stair-risers and stickers on ticket turnstiles in train stations, which appeared prior to and during the campaign. Bus passes were handed out at stations and along the route with details of destinations and times.
The idea of hiring a bus to simultaneously provide a community service and deliver a marketing message to the same group of target consumers had never been tried before in Australia. MasterCard has since launched a similar service.
RESULTS
The bus was so popular, Heineken cancelled the second phase of its radio campaign to avoid overcrowding. The overall campaign achieved an 80% increase in product distribution, along with a top-ofmind awareness increase of 200%.
