Heineken launches win-a-bar contest in gloomy HK

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