Can’t give yourself a nickname: Heineken embraces Aussie passion for puns and monikers in OOH campaign
Lion’s Heineken Australia has expanded its ‘Celebrate Whatever You Call Us’ campaign to the out of home world, utilising three of oOh!media’s large format digital screens in Melbourne and Perth.
Designed to drive generation Z engagement, the campaign encourages people to scan and submit invitations to friends to share a beer, using their favourite nicknames.
oOh!media worked in collaboration with Lion’s media agency UM, strategic digital agency Affinity and Poly, oOh!’s creative and innovation hub, to develop the campaign. The company’s creative technology team was also involved, having built a dynamic application that manages, reads, validates and embeds the messages into the digital sites.
The campaign uses purpose-built oOh! technology to capture the attention of audiences, and is collected by an immersive microsite built by Affinity.
Dino Bozzone, country manager, Australia for Heineken, said: “Australians have such an enthusiastic passion for nicknaming everything, and yet, despite Heineken being one of the nation’s most popular beers to drink, we realised Aussies don’t really have an existing nickname for our brand.
“Rather than trying to force this, the campaign centres around inserting Heineken into the existing category vernacular of beer nicknames and we used innovative out of home to leverage Aussie’s imagination and creativity in a unique way.”
Poly’s production director, Richard Moore, added: “This innovative solution exemplifies oOh!’s commitment to utilising creative technology to empower clients to broadcast and update their campaigns in real-time, creating meaningful connections with their target audiences across the oOh! network.”
The campaign is being supported by other OOH formats including retail, street furniture and large format.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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