Integrated Advertising for Heineken's Trophy Tour

Advertising

Heineken Myanmar

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Opportunity

Heineken is one of the world’s most premium mass-market brands, but is not well known to Myanmar consumers. As part of a global activation, the brand brought its UEFA Champions League Trophy and former Arsenal F.C. legend Freddie Ljungberg to Yangon. Heineken needed an integrated marketing campaign of events around the Tour, plus advertising around the whole campaign.

Solution

We created a fully integrated advertising strategy that projected the brand’s premium image across print ads, TVCs, radio, billboards, Facebook, packaging, POS design, events and PR. This all led up to 10 events and activations over 8 days that reached all target demographics through interactive online experiences and exciting live events in Yangon.

Result

Engagement on Facebook topped 1 million from 7.5 million impressions. 124 articles of earned PR received 100 million impressions. Heineken is selling beer in Myanmar faster than it can be brewed, and the brewery is having trouble keeping up with the demand.

Client: Heineken Myanmar
Location: Shan
Industry of the client: Beverage
Audience: Business to Consumer
Geographic scope: National
Service provided: Advertising

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