Cape Town, 03 Feb 2016
Grapevine has been awarded two Brandhouse Marketing Excellence Awards which recognise top performing agencies across various categories.
The awards acknowledge Grapevine's excellent execution of three Heineken campaigns that ran during the course of 2015 and crowned the company as the top performer in the following categories: Driving Commercial Value with Competition Beating Promotions, and Winning in Digital.
About the campaigns
Heineken & M&C Saatchi, in partnership with Grapevine, ran three NCPs (National Consumer Promotions) in 2015:
* The Cities Promotion;
* UEFA Champions League Soccer (Win Every Minute of the Match); and
* Rugby World Cup.
Grapevine was tasked with the mobile integration as well as driving customers to purchase the product. This was done by placing a unique underliner code on each pack.
Grapevine handled the activation to the existing consumers on the Heineken database, as well as the mobile entry channels for each of the campaigns. In addition, the company also provided expert advice and support on all mobile elements of the campaigns.
Innovative solution crafting was used to ensure that consumers were intrigued to participate through an incentive to engage with the product in real-time, while watching the game.
Read the Heineken Cities Promotion case study
Read the Heineken Win Every Minute of the Match case study
The final mechanic was executed across various mobile platforms, with USSD as the primary entry channel to cater for mainstream mobile devices. Each consumer touchpoint during the USSD entry sessions was an opportunity to collect data. All client data was then hosted on Grapevine's consumer engagement hub where the cell number was enriched with profile and mobile-specific information for remarketing purposes. At the same time, it gave Heineken a better understanding of its consumers and their consumption patterns.
A key differentiator
Grapevine's unique code management platform is a key differentiator for the Heineken beer brand. It enables them to run continuous promotions with different themes and securely link it to valid consumer purchases, enabling appropriate reward mechanisms to be deployed.
Comments Neil Hutchinson, Commercial Director of Grapevine: "It was great to work with a client and agency that is prepared to be innovative in the mobile space, because in the context of today's always-connected consumer, the old ways of doing marketing batch campaigns to customer segments simply does not have the impact it used to.
"Brands need to keep up with the pace of change and mobile is the backbone of consumer engagement. Each micro-interaction ('mobile moment') is an opportunity for the brand to win the consumers' hearts and minds, but the trick is to create contextual and engaging brand experiences to shape their decisions and preferences. Heineken is definitely leading the pack in this regard."
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