Aim: To communicate the Heineken relaunch as a premium lager among bar goers.

Results include:

• Prompted ad awareness of 38%.
• 28% spontaneous ad awareness was
  +211% higher than achieved by other media announcing the relaunch.
• 86% of those who saw the ad recalled that it was for Heineken.
• 14% of those who saw the ad spoke about it in the bar that night.
• 32% of screen aware agreed it was a “great tasting lager” (+45%).
• 21% agreed it was a “premium strength lager” (+31%).