To let the whole Belgium know about the results of our test we used big size and mobile outdoor. The size of the medium reflected how proud Maes was with the results.Proximity was key in the whole action (we visited every commune in Belgium): outdoor was the best way to prove how close Maes is to its consumers.We communicated the specific regional results with different headlines per region, announcing the results with dedicated copy for every region.The headquarters of the biggest brewer in the world, AB Inbev, is situated in Leuven.Our results in Leuven where extremely good as well, and as the challenger brand, we wanted to show our attitude by gently kicking the gigantic competitor. This is why we sent a mobile billboard to the headquarters of AB Inbev saying: “97% of the Belgians like the taste of the new Maes. The others work here.”

A massive social media buzz started with an employee of AB Inbev that saw our mobile passing by, took a picture and uploaded it on his Facebook wall.It was picked up in no time by national press an appeared on numerous Belgian websites, blogs, in national newspapers and circulated on social network sites. The amount of Maes adorers went up by 23%. Consumer tests after the campaign showed that the number of people that found our beer of excellent quality was raised by 56%, reaching a historical height for Maes, and we have gained 12.4% in market share.