Marketing activations
creating strong and out of the box marketing activations.
From events, the special touch that makes the difference to 360 campaigns.
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PROJECT
The Heineken Create Space is a new area, solely dedicated to customization. In order to celebrate its opening, four local artists came to the Home of Heineken to get the party started! The iconic green bottle got "naked" and dressed by the creatives with unique designs. Each artist has a different style to accomodate the taste of the 350 guests.
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RESULTS
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Many happy & surprised guests
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Hundreds of customized bottles
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Ongoing partnership with Street Art Today
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Heineken Create Space
...aaaaand action
EMPLOYEE OF THE MONTH
THe HEINEKEN B.O.T.
The openings event "Housewarming at the Home of Heineken" closed an important chapter: The renovation of the monumental brewery building.
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To make an impact, the B.O.T. joined key Heineken stakeholders on stage und drove the final construction item, a 3D-printed design bottle, to the special guests, who then placed it in the ceiling. Gerard Adriaan Heineken founded the company and built the brewery back in the days. His sister put down the very first stone. Hence, a direct link was made and Heineken history was written once again.
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RESULT
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Not another boring opening speech
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Showing Heineken's innovation and tech side of things​
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Writing Heineken history, by continuing a family tradition
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Heineken 0.0% beer yoga
PRO-ACTIVE PITCH
The Heineken Experience is mostly visited by guests from abroad.
How to attract locals to the former brewery? By identifying and connecting the trend beer yoga to Heineken 0.0%, ADE and OneFit, which were the key ingredients to success.
CONTEXT
ADE is a popular yearly event with parties and happenings across town. Opening the doors of the Heineken Experience for some relaxation during a 0.0% yoga session, especially after an active week of celebration, gave the opportunity to:
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Welcome a different audience to position the Heineken Experience as more than a place for tourists
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Emphasizing responsible enjoyment via the product innovation 0.0%
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Sharing Heineken history in the brewery‘s former Koelschip
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Bringing the trend beer yoga to Amsterdam in 2018
The event took place in collaboration with OneFit to better reach the audience. A 0.0% beer breakfast was part of the program, with healthy and beery bites.
RESULTS
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Press coverage and a fully booked event with a waiting list of 100+ people!
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Due to its success, different 0.0% Dry January sport events with OneFit were hosted.
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Heineken NL jumped on the train with 0.0% sport activities and an OneFit collaboration in January 2021.
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Hoppy holidays -Heineken oliebollen
PRO-ACTIVE PITCH
Create the first Heineken oliebollen with A-yeast to:
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surprise guests of the Heineken Experience during a renovation
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to educate on Heineken‘s special ingredient and
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to share a typical Dutch winter treat
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PROJECT
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Guests are occasionally surprised with Dutch snacks, such as bitterballen. This is especially the case during constructions, such as in December 2018, when the tour got rerouted via the horse stables.
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To spice things up a little and to get into that Holiday mood, the first Heineken Oliebollen were born, containing a sip of Heineken and the most precious ingredient, the Heineken A-yeast! Master boulanger Mark Plaating personally took care of the production inside the actual horse stables. Thereby the temporary tour area got more lively at the same time.
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Staff walked out the treats to the guests, explaining the tradition as well as the very special Heineken edition, making a clear link to the ingredient that they had learned about in the tour.
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RESULTS
Many happy visitors, positive social media coverage and reviews - even during a noisy construction period!
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Due to its success, the Marketing department continued the Heineken oliebollen bakery in 2019 even without a construction, to keep on surprising guests. The collaboration with bakker Mark continued too - in 2020 in the shape of a Christmas bread with a splash of Heineken.
my ariel - garment stories & beyond
Creating a campaign for different touch points to show a more personal vs. technical side of the Ariel brand, in-line with a number of "myAriel" commercials.
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PROJECT
Everyone has this one very special item that evokes memories from a vacation, a friend or lover. Ariel makes sure that these garments will still look good in the future. To share this message, different campaign elements were developed:
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a blogger campaign as a kick-off
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user generated content on a dedicated website and
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a photo shooting with the winner of the best story
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advertorials in multiple publications with the winning story and picture
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BLOGGER
Bloggers were asked to write about their favorite item and to also ask their followers to do so on the myAriel website that we created.
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To excite the (unpaid) bloggers even more, the upcoming DIY-trend was embraced. Selected bloggers received a blogger box (new back then), containing a booklet with instructions on how to pimp favorite items for a new twist. The necessary equipment was included, which was curated by a Berlin based sewing café.
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Ariel products and cute laundry items were part of the box too, to close the loop.
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COMSUMER
On the "myAriel" website consumers could share the story of their favorite garment. Thereby thousands of stories were collected. The look & feel was in-line with the blogger material for coherency. Participation was rewarded with attractive prices.
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SHOOTING / ADVERTORIAL
The winner of the competition shared the story of her blouse in an advertorial. She was photographed in her favorite item for the ad.