| Title | HEINEKEN POP UP STORE |
| Brand | HEINEKEN HUNGÁRIA |
| Product/Service | HEINEKEN BEER |
| Category |
C03. Live Events |
|
Entrant Company
|
ACG ADVERTISING AGENCY Budapest, HUNGARY
|
|
Advertising Agency
|
ACG ADVERTISING AGENCY Budapest, HUNGARY
|
Credits
| Peter Tihanyi |
Acg Advertising Agency |
Creative Director |
| Miklos Kiss |
Freelancer |
Designer |
| Gergo Horvath |
Acg Advertising Agency |
Head Of Copy |
| Eva Virag |
Acg Advertising Agency |
Group Account Director |
| Lilla Berta |
Acg Advertising Agency |
Account Manager |
| Gabor Acs |
Acg Advertising Agency |
Digital Copywriter |
Brief Explanation
Heineken believes that a perfect content deserves a perfect package. Because a great design makes even a great content more desirable and special, feels great to touch, and also enables the brand to touch its consumers.
The Brief
In 2014 the Central European Fashion Days and the Budapest Design Week was on at the same time and also featured the Netherlands as special guest. So as the main sponsor this was the perfect constellation for Heineken to demonstrate its devotion to design and to strengthen its local relevance.
How the final design was conceived
Instead of acting like a regular beer sponsor offering free beer for the fashionista VIPs, we just went another way.
First we found a great content: the works of young local designers, who could not afford to build their own stores at such events. So we decided to create a perfect package for their goodies. We teamed up with a young designer, who has proved his talent at a bottle designs contest for Heineken. So we invited him to join us, and created an exceptional design object demonstrating the open spirit of the brand: The Heineken Pop Up Store.
The green white floating architecture represented the iconic ruin pubs of Budapest and the contemporary Dutch design, and become an eye catching package for the freshest collections of young designers of the region.
The pop up bar starred the iconic evergreens and the latest design objects of Heineken including the Budapest City Bottle.
Indication of how successful the outcome was in the market
Our venue become one of the sweet spots of the events, hosting the Buyer’s Showroom and several workshops, gathering all the aspiring young talents of the city. The Pop Up Store was sold out, and generated massive media attention on the designers, including the most prestigious design magazines in the world, such as the Design Boom, the Trendhunter and the ID Magazine. We collected over 700.000 digital reach, and an earned media value of 30.000 Euros.