WINNER
Dentsu Red Star for Heineken
For years, the alcohol industry has been able to rely on a tried-and-tested communication model: the double whammy of highly emotive TV advertising and stand-out point-of-sale. But with TV viewership fragmenting and Craft Beer taking the market by storm, this model started to falter. Our solution was simple, yet revolutionary: embrace an e-commerce mindset. To fight and win in this new world, Heineken needed to create a new communications model built on feedback loops, using fast-moving metrics and real-time sales data to understand the needs, wants, likes, and habits of real people. Project FlyWheel was an ambitious test-and-learn programme that applies the principles of data-driven marketing and embraces an e-commerce mindset to win at the pump.
Mobilising and applying real-time data were central to the success of Project FlyWheel. Heineken worked with Brulines to get pump access in pubs across the country, installing smart devices to monitor how many pints were being pulled. For the first time, Heineken had visibility of its real time performance, enabling them to take the principles of ecommerce and apply it to selling beer in bricks and mortar pubs. Through the real-time feedback loop of actual sales at the pump; Dentsu Red Star developed a battleground strategy around each of the 2,500 participating locations; and increased Heineken's campaign ROI from an average of 拢5 to 拢10+.
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