We developed a premium gadget: Speaker crates. Mini speakers shaped like Heineken crates (main SKU) for PC or MP3 connection.We positioned the crates as an ‘over-the-top-of-the-bill’ audio product. Of course this design and sound revolution needed a ditto campaign: ‘Great sound, wrapped up small!’The campaign started with an extravagant kick-off simultaneously on TV (short tag-on, with limited means), Internet, print (free PR), in-store and bus shelters.On www.heineken.nl, the international top design, user friendly plug and play system, and One-touch powerswitch™ , were explained by a team of audiophiles in 3D style, videos and fact sheets.

10% market share increase.100,000 special packs.49% offer awareness.500,000 site visits (1 month), with 3.5 minutes spent online.Heineken.nl highest score ever (source: Webcentre).Valuation 7.8%.4,370 Google referrals.29% campaign site visitors regard Heineken more positively (Heineken.nl average app. 19%).Value of free printed publicity > 62,000 (source: Publistat BV).Various website reviews of Speaker crates.Out-of-stock subscription lists in supermarkets.Various consumer forums discuss availability of crates.Ultimate pull: AH (largest retailer) stocks crates after all due to overwhelming demand.