Communicate to Australian Open fans that Heineken remains a key sponsor of The Australian Open;Communicate the brand proposition (Heineken brings you the world’s best tennis) to our target (males 25-39 AB, white/grey collar - dynamic, understated, in the know);Promote Heineken's annual Australian Open SMS tipping competition;Stimulate conversation about Heineken and its sponsorship of the Australian Open;Balance reach and frequency while cutting through clutter to reach our target efficiently and effectively. A National outdoor strategy devised to drive talkability of Heineken’s Sponsorship of the Australian Open on a local market level, promote below the line activity (SMS promotion), reach the target, deliver on cut-through and involve Heineken National sales team.How?Mobile billboard featuring live tennis scoreboard, complete with tennis game audio (balls/crowd noises) and ‘score boys' Emaking manual score updates every 15 minutes;Reverse of billboard promoted SMS competition;Additional metrolites were purchased around the venue in Melbourne;Radio promotions were negotiated in order to drive awareness and interaction with mobile billboards. Consumers were rewarded for following the billboards around town dressed in Heineken Greens, with tickets to the actual tournament;Route proposed by Starcom to leverage local sporting events/routes, heavy consumer traffic areas- CBD’s, bars, pubs and nightclubs, day and night, maximising when they would be most receptive to branding;Opportunity for Heineken State Sales managers to feel involved in campaign by pin-pointing local routes;Most importantly, this was the first time that audio had been used in a mobile billboard!

The billboard activity began one week prior to tournament in order to drive participants into the Heineken SMS promotion. CLIENT QUOTE:"Starcom’s innovative outdoor strategy enables us to gain increases against all measurements. The sound on the mobile billboards together with the real-life 'score-boys' added a further dimension that created a lot of attention. They really brought to life the overall tournament. We had excellent feedback from the trade and sales teams".Marie PetersHeineken Marketing Director The campaign was 100% media driven. The media team undertook extensive quantitative and qualitative research which highlighted the importance of outdoor to our Heineken target of Men 25-39 AB. Outdoor scored highly. 47% of our target travelled for more than 30 minutes per day, to and from work. (Index was even higher for 1 hour + at 21% and 247). Our target skewed to CBDs, and there were few outdoor offerings in the latter Australia wide.In regards to tennis, our target stated that they liked to stay in touch with tournament results at any given opportunity - during lunch, TV at the pub, in newspapers, radio, online or by word of mouth. We decided we needed a flexible medium, that would allow interaction, national coverage, cut-through and not just drive association of Heinekens co-sponsorship of the Australian Open, but to bring the tournament to life. We wanted to reach the target at work and at play, in order to maintain top of mind awareness at potential drinking occasions.

The media team devised the concept of a 'live scoreboard' on a mobile billboard. A roving scoreboard with real score changes every 15minutes, by 'Heineken score-boys' together with tournament audio. Creative was then tailored specifically to fit. This theatrical display heralded an Australian Media first for billboards. A highly targeted, integrated media solution that was impactful, theatrical, an Australian Media first, and delivered excellent brand results, definitely makes this submission a winner.With a new naming rights sponsor for 2002 (Kia) and anticipated hype and PR resulting from the latter, Heineken, had to take a dominant stand and communicate to the broader followers of the Australian Open, that they were still a supporting sponsor of the tournament whilst still communicating, and interacting with our core target audience of Men 25-39 AB who drink premium beer.Resulting from Starcom’s integrated solution, brand awareness rose to over 80% amongst Australian beer drinkers (during this period). We also jumped an amazing 11 places (up from no. 27) in the Sweeney Report (Sports Sponsorship Survey) and sales remained solid during what was, overall, a poor category sales period.

The campaign was 100% media driven. The media team undertook extensive quantitative and qualitative research which highlighted the importance of outdoor to our Heineken target of Men 25-39 AB. Outdoor scored highly. 47% of our target travelled for more than 30 minutes per day, to and from work. (Index was even higher for 1 hour + at 21% and 247). Our target skewed to CBDs, and there were few outdoor offerings in the latter Australia wide.In regards to tennis, our target stated that they liked to stay in touch with tournament results at any given opportunity - during lunch, TV at the pub, in newspapers, radio, online or by word of mouth. We decided we needed a flexible medium, that would allow interaction, national coverage, cut-through and not just drive association of Heinekens co-sponsorship of the Australian Open, but to bring the tournament to life. We wanted to reach the target at work and at play, in order to maintain top of mind awareness at potential drinking occasions.

The media team devised the concept of a 'live scoreboard' on a mobile billboard. A roving scoreboard with real score changes every 15minutes, by 'Heineken score-boys' together with tournament audio. Creative was then tailored specifically to fit. This theatrical display heralded an Australian Media first for billboards.