HONG KONG: Heineken has turned the economic slowdown into an
advantage, using it as the backdrop for its latest competition-based
campaign in which the beer brand will give away a bar.
More than 200 bars, restaurants, supermarkets, karaoke lounges and
convenience stores in the city are participating in the through-the-line
promotion by Bates and 141 Hong Kong to give away a bar worth HK$1.5 million (US$192,319).
The agencies said the campaign should reasonate with the target audience
at a time when the jobless rate is climbing and most are worried about
their financial security.
Yvonne Tang, client service director at Bates, said the campaign offered
both brand value and would help meet sales objectives. "We looked into
consumer insights and motivation to link with Heineken's brand
values.
"Today, financial security is on everyone's mind. The concept is based
on consumer's desire for empowerment - to be free through financial gain
and security. That is particularly true at this time. We also know that
people in Hong Kong are entrepreneurs."
Sylvester Song, creative director at Bates, said the campaign took a
provocative approach, asking consumers if their life would be better if
they won a $1.5 million bar. Bates built the TVC around the "what
if" proposition.
To enter the competition, consumers must collect six Heineken bottle
caps, each marked with the letter 'H'. They can also pick up lucky draw
coupons by purchasing a Heineken six-pack at supermarkets or by buying
six Heineken bottles or cans at bars and restaurants.
Print and outdoor and off-premises promotions have been used to support
the TVC.
The $1.5 million package will include initial set-up cost,
including licence fee and bar interior design and decoration. Heineken
will also cover the first year running cost, one calendar year's rent,
plus basic utilities, including salary for a bar manager. In addition,
the winner will be offered professional advice for the first three
months.
