Are you the type to find a queue and go out asking the reason for the people around you? Yeah, Heineken knows that a lot of people have this habit, and used this trick as a marketing campaign. Can you believe?
The Heineken group presented last week in São Paulo (SP) a great moment of the ‘Raro como FYS’ campaign. The action was carried out between the 14th and 18th of this month, and formed a giant queue at Shopping Ibirapuera, one of the largest in the city, for no apparent reason.
Rumors revealed that it was a peculiar soft drink that compensated for the wait, and therein lies the connection with the rarities that the brand has been exploring to position the product, especially as it has unique characteristics within the category, such as 50% less sugar and less marketing, without giving up freshness and quality flavor.
At the end of the row was a stand for tasting the flavors of FYS, which are Guarana from the Amazon, Sicilian Lemon, Orange Pear and Tonic with a touch of Sicilian Lemon, the last one also in the zero version.
The idea, conceived by the AlmapBBDO agency and developed in partnership with the MktMix influence team, acts strongly in amplifying the event on social networks, such as Instagram and Twitter, through the mediation of broadcasters Gabriel Holtz and Luana Zucoloto, who were present on Thursday (15), and content production on channels such as Choquei, Emputecido and Vai Desmaiar, in order to strengthen the brand’s discourse, which also prepares special material for its own profiles .
A volume of 14 thousand doses of sampling during the four days of the action, which delivered three cans of FYS in different flavors to each person who participated.
“The queue translates the expectation of the meeting and plays with the Brazilian public’s predilection for crowds, even if you don’t know what you’re going to find. FYS appears as a surprising element and ties together the pillars of the entire campaign, after all, a soda with 50% less sugar and less marketing is rare in the world of sodas”, says Bruno Piccirello, Marketing Director of non-alcoholic brands of the Heineken Group in Brazil .
The ‘Raro como FYS’ campaign is based on the difficulty of finding a soft drink with 50% less sugar and less marketing, and was developed based on listening to consumers, especially comments on the brand’s networks, about the difficulty in finding soft drinks in the market.
The pieces and events related to the campaign bring humor as a source of communication, to reinforce quality credentials. Previously, films inspired by “Where’s Wally” and the search for historical items, such as the world’s first coin, a Cleopatra scarf and a Chinese vase, as well as digital media, OOH and YouTube, were presented. Check out one of the full campaign films below.
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