Introducing the brand
Heineken is Heineken. One of the biggest beer brands in the world, Dutch pride. Heineken is a branding brand and has always been in a leading brand when it comes to marketing innovation.
What is the challenge?
For this specific campaign the goal was to connect people to Heineken bars and more specific, Heineken terraces. But when do people comfortably settle down on a terrace? Exactly, when the weather is nice. So the goal was to target people close to Heineken bars with a terrace and only when the temperature was over 19C. But that was not the only challenge. Due to alcohol restrictions we could only target people 18 years or older. And Heineken wanted to show people who actively had the Heineken Biertegoed app on their smartphone another message than people who didn’t.
The Adcombi solution
First of all we used our Multi Advertising technology to distinguish the exact regions around the participating bars, for whom we allocated campaign budget to pinpoint it on these specific locations. Secondly we collected data from different weather stations to make sure whether or not the temperature was high enough (real time) to send out the ad. Finally we connected to Heinekens DMP to make sure our audience was over 18 and to check if the people we reached had installed the Heineken Biertegoed App on their phone. Based on that information our message dynamically adjusted.
All in all a high end programmatic campaign with multiple layers of dynamic variation. We managed to serve Heineken in different aspects of their wishlist, primarily because we succeeded in correct location targeting despite new challenges in targeting due to GDPR regulations.