To launch Heineken’s new cider brand, Orchard Thieves, Out of Home advertising agency Kinetic, with support from Starcom and creative from Rothco, designed an innovative ‘tease and reveal’ campaign, which ran across Dublin from April 20 to May 17.
The teaser element of the campaign, which ran from 20th April to 3rd May, included light projections of the brand’s fox mascot with #bebold onto street buildings in Dublin, Cork, Limerick and Galway.
Graffiti-style murals of the fox were also featured in Dublin city centre locations, including Camden Row and Chancery Street.
The ‘reveal’ part of the campaign came in the form of digital screens across a selection of bus shelters on Leeson Street, Camden Street and Pembroke Road, again in Dublin, from May 4 to 17, displaying creative relating to the new cider brand.
A 48-sheet billboard also ran on Dublin’s South Richmond Street; ten high-definition digital screens were added to the billboard showing footage of the cider behind the fox character.
Account manager with Kinetic, Aoife Hudson commented that the launch of Orchard Thieves on to the Irish market required a bold Out of Home campaign.
“The use of targeted media in the form of light projections and graffiti murals created the required level of anticipation in the tease phase. A large, multi-format campaign for the reveal phase culminating in the use of digital OOH specials on select 6 Sheets and a 48 Sheet delivered the all-important cut-through for this new cider brand,” she explained.
Sharon Walsh, marketing director with Heineken added, “With so many brands advertising, it was really important for us to get stand out, therefore the choice of media needed to support this.
“The feedback so far has been really positive on both the visual creative and the innovative format used,” she remarked.
© 2015 - Checkout Magazine by Jenny Whelan.
