Heineken
After launching its refreshed, rejuvenated Slim Can packaging, Heineken reintroduced itself to consumers with a multi-market, contextually relevant out of home campaign in Summer 2021.
Knowing that ads in context capture more interest and remain in consumers’ memories more vividly, Heineken tapped into dynamic creative changes grounded with the timely tagline, “Put the Can Back into Summer,” and utilizing day and weather triggers.
Knowing that ads in context capture more interest and remain in consumers’ memories more vividly, Heineken tapped into dynamic creative changes grounded with the timely tagline, “Put the Can Back into Summer,” and utilizing day and weather triggers.
23%
More Likely to Remember Details, Calls to Action, and Branding Elements
Source
CONTEXTUAL ADS ARE EFFECTIVE IN DRIVING BRAND RECALL,” INTEGRAL AD SCIENCE, SEP. 2021
CONTEXTUAL ADS ARE EFFECTIVE IN DRIVING BRAND RECALL,” INTEGRAL AD SCIENCE, SEP. 2021
27%
More Likely to Recall Broader Themes and Brand Narratives
Source
CONTEXTUAL ADS ARE EFFECTIVE IN DRIVING BRAND RECALL,” INTEGRAL AD SCIENCE, SEP. 2021
CONTEXTUAL ADS ARE EFFECTIVE IN DRIVING BRAND RECALL,” INTEGRAL AD SCIENCE, SEP. 2021
50%
More Interested in Contextual Ads
Source
CONTEXTUAL ADS ARE EFFECTIVE IN DRIVING BRAND RECALL,” INTEGRAL AD SCIENCE, SEP. 2021
CONTEXTUAL ADS ARE EFFECTIVE IN DRIVING BRAND RECALL,” INTEGRAL AD SCIENCE, SEP. 2021
Highlights & Results
Out of Home, In the Mix
Contextual Relevance
The campaign ran throughout the summer in New Jersey, Orlando, and Miami on digital bulletins as well as on bus shelters in Miami. Heineken combined OOH with digital, social, and local radio to maximize the impact of each.
Contextual Relevance
Alternate copy executions, triggered by day of week, celebrated Thirsty Thursdays and Summer Fridays. Copy variations were also based on weather triggers, reminding beer drinkers that “Partly Cloudy Is Still Mostly Thirsty.” Leading into the Fourth of July holiday weekend, the displays urged consumers to “Put the Can Back into Fireworks and Fam.”
DISCLAIMER: OF COURSE, THE RESULT OF ANY CASE STUDY ARE SPECIFIC TO ITS FACTS. WE CAN’T GUARANTEE THAT ANY OTHER CAMPAIGN WILL DRIVE SIMILAR RESULTS, INCLUDING INCREASED TRAFFIC, END-USER ACTIVITY (CLICK-THROUGH OR SECONDARY-ACTION RATES), OR REVENUE.