| Title | GINETAI |
| Brand | ATHENIAN BREWERY |
| Product/Service | HEINEKEN |
| Category |
B01. FAST MOVING CONSUMER GOODS |
|
Entrant Company
|
WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
|
|
Advertising Agency
|
WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
|
|
Media Agency
|
ZENITHOPTIMEDIA Athens, GREECE
|
Credits
| Mark Bernath/Eric Quennoy |
Wieden/Kennedy Amsterdam |
Executive Creative Directors |
| Thierry Albert/Faustin Claverie |
Wieden/Kennedy Amsterdam |
Creative Directors |
| Craig Williams |
Wieden/Kennedy Amsterdam |
Art Director |
| Bern Hunter |
Wieden/Kennedy Amsterdam |
Copywriter |
| Nick Docherty |
Wieden/Kennedy Amsterdam |
Planner |
| Jordi Pont |
Wieden/Kennedy Amsterdam |
Group Account Director |
| Elianne Vermeulen |
Wieden/Kennedy Amsterdam |
Account Manager |
| Jackie Barbour |
Wieden/Kennedy Amsterdam |
Head Of Studio |
| Joe Burrin |
Wieden/Kennedy Amsterdam |
Head Of Design |
| Edu Pou |
Wieden/Kennedy Amsterdam |
Head Of Creative Innovation |
| Dario Fusnecher |
Wieden/Kennedy Amsterdam |
Photography/Retouching |
| Lazaros Evmorfias |
JWT Greece |
Music Video/Activation Execution Executive Creative Officer |
| Aliki Cheiladaki/Kostas Thanasakis |
JWT Greece |
Music Video/Activation Execution – Sr. Creative Team |
| Gelly Touda |
JWT Greece |
Music Video/Activation Execution Head Of Activation |
| Elisa Pardalidi/Vivian Dimitriadi |
Mindworks Greece |
Digital Executions Creative Director/Art Director |
| Dionisis Maroudas/Aggela Anastassaki |
Mindworks Greece |
Digital Executions Project Management |
| Alexander Koch |
Heineken Athenian Brewery |
Marketing Director |
| Josefien Olij |
Heineken Athenian Brewery |
Marketing Manager Heineken |
| Alexandros Baltatzis |
Heineken Athenian Brewery |
Sr. Brand Manager Heineken |
| Panagiota Tempelopoulou |
Heineken Athenian Brewery |
Brand Manager Heineken |
Results and Effectiveness
Changing Heineken’s name to Prasini for the Summer introduced Greeks to a new, optimistic attitude. By THINKING GINETAI we turned Heineken’s internationalism into a positive again, found a credible way to regain trust of Greek society, inspired a movement and started to reverse double-digit sales decline, in the middle of the deepest recession for generations.
Campaign Volume: +20.2% = positive difference moving from -28.9% campaign period 2013 to -8.6% in 2014.
Ad awareness +11%.
Worth paying more for +7%.
Ginetai-song reached #1 in Greek iTunes charts! Video views: 2.1m.
Overall reach 84%.
Prasini giveaway reached 500k consumers.
PR value €53,200.
Creative Execution
To inspire Heineken drinkers we started with our very own act of Ginetai and made the bold move of changing Heineken’s international name to its Greek nickname: Prasini (‘little green one’).
Then we rewarded our drinkers and bought the nation a round to celebrate the name change. During one day all Greeks who ordered a Heineken received a complimentary limited edition Prasini. This impacted volume immediately.
To engage our drinkers, we incentivized Greek optimism everywhere. Brand ambassadors jumped aboard and boasted Ginetai thinking further, the biggest rock station REDfm turned into GREENfm and famous Greek singer Antonis Remos re-recorded his traditional ‘Den Ginetai’ as a funky ‘Ginetai’ Summer version. We even delivered ice-cold beers with a drone to a thirsty crowd at the Ejekt Music Festival.
Additionally outdoor, print, radio and social media supported the THINK GINETAI-movement .
Insights, Strategy and the Idea
Against the background of sustained economic crisis, Heineken in Greece was in deep trouble. Shedding volume like there was no tomorrow (68% over 5 years), the brand was now perceived as an expensive, international luxury. And Heineken’s international roots made it feel like the product of another universe, allowing local Greek brands to take advantage of the situation and lead the conversation.
OBJECTIVE & CHALLENGE: Turn around a year on year double-digit decline in volume and vanished relevance. AND create a distinct positive role for Heineken in the current Greek culture by giving Heineken drinkers the confidence to look outward rather that inward, forwards not back.
INSIGHT: In Greece the second most used expression today is “It can’t be done” (“Den Ginetai”).
>> We wanted Greeks to THINK GINETAI and ditch the negative ‘Den’ of ‘Den Ginetai’, because ‘It CAN be done’ is the outward looking attitude that Opens Your World.