Heineken‘s “Shutter Ads” campaign was a creative and impactful response to the challenges faced by the hospitality industry during the COVID-19 pandemic. As bars and pubs were forced to close their doors, Heineken repurposed this adversity into an innovative advertising opportunity which can be done for any business.
Campaign Overview
Problem :
The global pandemic led to widespread closures of bars and restaurants, significantly impacting the on-premise consumption of alcoholic beverages. This posed a significant challenge for brands like Heineken, heavily reliant on this channel.
Solution:
Rather than cutting back on advertising, Heineken redirected its outdoor advertising budget towards supporting struggling bars. The campaign transformed closed bar shutters into advertising spaces, providing a new revenue stream for these businesses while maintaining brand visibility.
Campaign Objectives :
Support the struggling hospitality industry. Maintain brand visibility during challenging times. Foster positive brand associations with resilience and community support. Drive brand preference and loyalty.
Target Audience
Bar owners and staff Consumers who missed their favorite bars The general public interested in innovative marketing campaigns
Campaign Execution
Shutter Transformation: Heineken partnered with bars to transform their closed shutters into advertising spaces.
Creative Design: The brand developed eye-catching and impactful designs to be displayed on the shutters.
Financial Support: Heineken provided financial compensation to bars for participating in the campaign.
Media Amplification: The campaign was widely publicized through traditional and digital media channels.
Campaign Impact
Heineken’s Shutter Ads campaign is a powerful example of how brands can leverage adversity to create positive change. By supporting the hospitality industry and maintaining brand visibility, Heineken demonstrated its commitment to its customers and the broader community. The campaign serves as a model for other brands facing similar challenges.
Impact and Results
Heineken’s Shutter Ads campaign had a substantial impact, directing £7.5 million directly to bars. The campaign also achieved 40% more media value compared to traditional out-of-home advertising, showcasing its effectiveness and superior return on investment.
Lessons Learned
Crisis can be an opportunity for innovation. Building strong relationships with partners is crucial. Purpose-driven marketing can create a lasting impact. Flexibility and adaptability are essential for business success.
