|GOLD WINNER (PUERTO RICO): "HEINEKEN CITY"|
Client: M�ndez & Co., Heineken
San Juan, Puerto Rico
MARKETING CHALLENGE: Hoping to energize the brand among Puerto Rican youth, Heineken needed a fresh approach to tired TV spots.
CREATIVE SOLUTION: JWT unleashed an understated yet sweeping multistage campaign. A teaser blitz mimicked the placement of real-estate placards, newspaper ads and websites for new luxury developments. That campaign led to websites designed to look legitimate but which ultimately revealed the true nature of Heineken City, a virtual universe. Users were encouraged to "buy" an apartment in one of three digital high-rises by playing Heineken-branded games on the site and on Facebook. Buyers got genuine welcome kits via direct mail, including "keys" to their apartments. Each of the 10,000 keys, which doubled as bottle openers, had a membership number to enter Heineken VIP events. That led to, as JWT says, "10,000 loyal Heineken drinkers but most importantly 10,000 people sending and receiving e-mails with our brand each day."
"TUNDRAZO TOUR" CAMPAIGN: |
"TURNTABLE DISPLAY," SOCCER AND CONCERT INTEGRATION, FLIERS
Client: Toyota Motor Sales USA's Tundra
The push, integrated around the theme "A truck should be as strong as the man who drives it," included a concert integration in which a band breaks down en route to a show and is rescued by a Tundra driver, who delivers them in time to the actual concert-goers, who have just watched the breakdown on video. (See also Non-Traditional Silver winner "Turntable Display").
|BRONZE WINNER: CYLOOP CAMPAIGN|
Agency: La Comunidad
This campaign to introduce Cyloop, a music community that connects artists with their fans, parodies musicians from different genres whose excessive behavior leads to an untimely end. The five spots were a big winner in TV, picking up a Gold and two Silver awards for individual spots and the whole campaign. For the integrated campaign, La Comunidad added a website, interactive banners and print.
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