Heineken Taps OOH for ‘Beer Nicknames’ Campaign
Heineken launches innovative ‘Beer Nicknames’ digital campaign powered by oOh!media
Sydney – Heineken is asking the public to invite their mates for a beer in an innovative out of home campaign using nicknames to trigger a moment of fame on oOh!media’s digital screens.
Designed to drive engagement and connection with Gen Z, the campaign utilizes purpose-built oOh! technology to capture the attention of audiences in out of home environments by displaying beer nicknames on three of oOh!’s iconic large format sites, The Bourke and Emporium in Melbourne and Murray St in Perth.
Heineken has extended an invitation to the public, encouraging them to scan and submit invites to share a beer with their friends using their favorite nicknames. The dynamic creative is collected with an immersive microsite built by AFFINITY, which collects user submissions. Once verified, these messages are then displayed on oOh!’s digital screens.
oOh! worked in collaboration with Lion’s media agency UM, strategic digital agency AFFINITY and POLY, oOh!’s creative and innovation hub, to develop the campaign. oOh!’s creative technology team also built a dynamic application that manages, reads, validates and embeds the messages into the large format digital sites.
Richard Moore, production director, POLY said: “This innovative solution exemplifies oOh!’s commitment to utilizing creative technology to empower clients to broadcast and update their campaigns in real-time, creating meaningful connections with their target audiences across the oOh! network.”
Dino Bozzone, country manager Australia, Heineken added: “Australians have such an enthusiastic passion for nicknaming everything, and yet, despite Heineken being one of the nation’s most popular beers to drink, we realized Aussies don’t really have an existing nickname for our brand. Rather than trying to force this, the campaign centers around inserting Heineken into the existing category vernacular of beer nicknames and we used innovative out of home to leverage Aussie’s imagination and creativity in a unique way.”
The campaign is being supported by other out of home formats including Retail, Street Furniture and Large Format.
oOh!media is a leading Out of Home media company that is enhancing public spaces through the creation of engaging environments that help advertisers, landlords, leaseholders, community organizations, local councils and governments reach large and diverse public audiences. The company’s extensive network of more than 37,000 digital and static asset locations includes roadsides, retail center’s, airports, train stations, bus stops, office towers, and universities. Listed on the ASX, oOh! employs around 800 people across Australia and New Zealand, and had revenues of $592.6 million in 2022. Find out more at oohmedia.com.au