| Title | GINETAI |
| Brand | ATHENIAN BREWERY |
| Product/Service | HEINEKEN |
| Category |
A04. PRODUCT LAUNCH/RE-LAUNCH/SHOPPER MARKETING |
|
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 |
The Brief
Against the background of sustained economic crisis, Heineken in Greece was in deep trouble. Shedding unprecedented volume (68% over 5 years), Heineken was now perceived as an expensive, international luxury. Greek brands were taking advantage of the situation and leading the conversation.
INSIGHT: The second most used expression in Greece today is “It can’t be done” (“Den Ginetai”).
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.
Describe how the promotion developed from concept to implementation
‘It CAN be done’ is the outward looking attitude that Opens Your World, so we wanted Greeks to THINK GINETAI and ditch the negative ‘Den’ of ‘Den Ginetai’.
We started with our own act of Ginetai and changed Heineken’s international name to its Greek nickname: Prasini (‘little green one’).
Then we bought the whole nation a round; during one day all Greeks who ordered a Heineken received a complimentary Prasini.
To engage our drinkers, we incentivized Greek optimism everywhere. Brand ambassadors jumped aboard and boasted Ginetai thinking further, from radio stations, to famous singers, to music festivals, offline and online.
Describe the success of the promotion with both client and consumer including some quantifiable results
By THINKING GINETAI we turned Heineken’s internationalism into a positive value again, found a credible way to regain the trust of Greek society, inspired a new cultural movement, changed Heineken’s name to Prasini, and started to reverse a double-digit sales decline, all 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%
Overall reach 84%.
Plus the Prasini giveaway reach of 500k consumers.
Explain why the method of promotion was most relevant to the product or service
By changing Heineken’s name to Prasini for the summer we introduced the Greeks to a new, optimistic national attitude.
THINK GINETAI allowed us to re-express the relevancy of Heineken in the most dramatic way, securing space across different media focussing on iconic environments. 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.