Le Pub Amsterdam GM & Global Client Services Director
Client Service Director
Head of Social Client Services and Strategy
Senior Social Media Manager
Head TV Production
Production e Print Manager
Production e Print Manager
Why is this work relevant for Brand Experience & Activation?
To support their biggest on-trade partner, bars, Heineken launched Shutter Ads, a platform that turned bars’ closed shutters into a new media space for ads.
Heineken shifted the way they program media buying, redirecting the existing media budget from outdoors to the shutters of over 5000 bars in 15 cities across the world, with more bars joining every week. The ads showcased reassuring messages for the consumers that wanted their favorite bars back and in the end 100% of bars in the initiative reopened. Shutter Ads brought in 40% more media value than the traditional OOH.
The on-trade is one of Heineken’s biggest partners. But during the pandemic it was struggling like never before, forced to close their shutters for an extended period of time. Bars need to be in business to survive, so what if their closed shutters could help them open again?
Describe the creative idea (20% of vote)
Shutter Ads turned bars’ closed shutters into a new media space for Heineken. How? By simply redirecting the existing media budget from outdoors to bars’ shutters.
Describe the strategy (20% of vote)
Covid hit Heineken hard. Beer is a seasonal drink and with the lockdown Heineken had lost almost 70% of its revenue, primarily due to missed sales in the off-trade. It was also losing top of mind awareness and consideration to buy.
However, it had hit bars and restaurants far worse. With the lockdowns, bars were losing revenue, up to 60% of bars were due to close and people were forgetting about their local hangouts. Heineken is a close partner of its off-trade, and they needed help.
If we could help bars, we would also help ourselves by keeping the brand top of mind.
With Shutter Ads, we were able to stretch our OOH budget and earn significant PR attention for both ourselves and the bars.
Describe the execution (30% of vote)
Heineken shifted the way they program media buying, redirecting the existing media budget from outdoors around the world, to the shutters of over 5000 of the most famous and loved bars around the world in 15 cities, in 4 countries: Argentina, Spain, Italy, Germany. More bars are still joining in every week.
Amstel and Cruzcampo, other Heineken owned brands, joined the initiative to support bars and even other brands - Guinness and Paulaner adopted the idea, united for the love of bars.
Consumers engaged with the Shutter Ads through their messages of support like “See this ad today, enjoy this bar tomorrow” or “This bar is not closed, it’s gathering strength”, reassuring them that their favorite bars will be back in business.
List the results (30% of vote)
What started out as a helpful initiative, became a new, sustainable platform in the time and in the space it was needed the most
7.5 million euros went directly to bars. The investment generated a great deal of media and PR attention: Shutter Ads brought in 40% more media value than the traditional OOH, and 100% of bars in the initiative reopened, making customers happy around the world.