TBWA MAES
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The document discusses Maes's 2008 marketing campaign to stimulate trial of its new beer and packaging through an experiential marketing tactic. Over two weekends, 24,000 crates of the new Maes Pils were distributed across Flanders by 110 teams in 114 vans, with 12,000 crates reserved online in advance. This resulted in significant free press coverage, the collection of many email addresses, and increased sympathy among the target audience.
TBWA MAES
- 1. a crate in front of your window:how Maesconquered people's hearts through experience marketing.PechaKucha, May 23th
- 2. MAES in 2008MAESLow product credentialsLow social consensusCOMPETITIONVery strong brand leader – everybody drinks the same beer
- 3. TIME FOR A TURN AROUNDNEW BEERNEW PACKAGINGNEW COMMUNICATION
- 6. Create awareness and attention for the new MaesSTIMULATE & NOURISH THE DEBATE AROUND PILS
- 9. STIMULATE & NOURISH THE DEBATE AROUND PILSPut the beer in the hands of people – stimulate mass trialInvite beer drinkers to reconsider their choice - change habitsSpeak with confidence – install a real Maes challenger attitudeAct instead of tell –prove your positioning by being close to the target
- 12. STIMULATE & NOURISH THE DEBATE AROUND PILSWhat do we have to do?
- 13. Facts for FlandersOver 2 weekends in June 200924.000 crates new MaesPilsOf which 12.000 could be reserved via maes.be, all gone within 24h 110 teams on the road with 114 vansResulted inA lot a free pressA lot of email addresses A lot of sympathy amongst the target
- 15. THANK YOU