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 digital screens, in collaboration with POLY, Lion’s media agency UM, and strategic digital agency AFFINITY.
To drive engagement and connection with Gen Z, purpose-built oOh! technology displays beer nicknames on three of oOh!’s iconic large format sites (The Bourke and Emporium in Melbourne, and Murray St in Perth), capturing attention of audiences in Out of Home environments.
“This innovative solution exemplifies oOh!’s commitment to utilising 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.”
Richard Moore, Production Director, POLY
Extending an invitation to the public, Heineken encourages individuals to scan and submit invites to share a beer with their friends using their favourite nicknames. After collecting and verifying user submissions through a microsite built by AFFINITY, these messages are displayed as dynamic creative on oOh!’s digital screens with POLY technology which manages, reads, validates, and embeds messages into the large format digital sites.
“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 realised Aussies don’t really have an existing nickname for our brand. Rather than trying to force this, the campaign centres 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.”
Dino Bozzone, Country manager Australia, Heineken
