The Guardian awards Heineken for the “Know the signs” campaign

Bucharest, 14 April 2009

Bucharest, the 14^th of April 2009. The campaign „Know the Signs”, initiated at international level by the Heineken brand as part of the program: Enjoy Heineken Responsibly!, has won the prestigious prize for the best „Brand Reputation” campaign, contest organized by the British newspaper The Guardian.

The „Media Innovation” prize, granted by The Guardian, is an internationally acknowledged prize, being one of the highest acknowledgements in the field of media innovation. The „Brand Reputation” awards the most innovative communication methods of business activities aiming to protect the brand and to increase its reputation. 

The international campaign “Know the Signs”, run for five months addressed young adults and had as main goal to increase the awareness of the importance of responsible alcohol consumption. The campaign concept was based on the idea that people start to behave ridiculously when having a drink too much. 

The international Heineken team that conceived this campaign has involved the commercial division, the web (IMCO) center and the Group corporate relations team.   

“The „Media Innovation” prize awarded by “The Guardian” is an extraordinary achievement both for the Heineken brand, and for the Heineken company worldwide. By means of this international campaign we attempted to convey in an audacious way a delicate and tricky message. It has been the first global campaign of the kind, run 100% in the digital environment”, said Marius Melesteu, Commercial Director, Heineken Romania.

The preliminary global results of the international campaign exceeded by far the expectations:

• over 800.000 visits of the campaign sites;
• over 1 million viewings of the wideges on social networks;
• over 3 million viewings of the trailer on video portals;
• 23 million visitors of the MSN website made contact with the campaign message.
• Almost 28 million contacts taken with the campaign.

Due to the success registered internationally and the importance of the message conveyed by the campaign, Heineken Romania, will keep at the campaign “Know the Signs” by means of the Heineken brand before Easter and the start of the summer season.

Heineken Romania is the largest beer brewer of Romania, with a market share of 29%, in terms of sales volume (AC Nielsen, 2008). The brands portfolio offered by Heineken Romania covers all the market segments: Heineken, Zipfer (import), Edelweiss (import), Gösser, Schlossgold, Silva, Ciuc Premium, Golden Brau, Neumarkt, Bucegi, Gambrinus, Harghita and Haţegana.  

Heineken Romania has five breweries in Constanţa, Craiova, Haţeg, Miercurea Ciuc and Târgu Mureş. 

Contact persom: Larisa Toader, larisa.toader@ogilvy.com , 021.20.10.134.

Heineken Romania recommends the responsible consumption of alcohol.