We came out with a straightforward idea: an action asking people to literally change their habits, to put their actual brand outside the window and to have it exchanged for a crate of Maes.We organised the biggest exchange action ever in Belgium: we were going to exchange 24 000 crates within 4 days.

Within 24 hours the guaranteed 12 000 crates were reserved online. In 4 days all 24 000 crates of beer were exchanged.Amongst the exchanged crates no less than 80% were crates from our competitors, mainly from AB-InBev, which proved that we managed to attract new consumers for Maes.

68% of all Belgians heard about the action, and more than half of them (55%) got interested in trying new Maes.Our action was picked by radio in prime time, newspapers, websites, blogs and social networks.

All that resulted in 10% increase of market share (compared to previous year).