Heineken 0.0%, Helsinki City Run 2017, former Sonera Stadium & Hyvinvoinnin Expo, Töölön Kisahalli, Helsinki
Consumer promotion, Expo concept
The objectives of the promotions were to create consumer awareness of new non-alcoholic Heineken 0.0% beer as a refreshing and recovering drink after doing sports.
During Hyvinvoinnin Expo prior to Helsinki City Run we created a fresh and inviting lounge, where consumers could enjoy a sampling of the Heineken 0.0% while relaxing on beanbags. A floor sticker invited expo visitors to the stand saying “Ota Nolla” (take zero). The green Heineken beer bottle was used in all banners and stickers in the place of the letter “O”.
On the Helsinki City Run day we set up beach flags on the finish line of the race, with text “You’ve earned it!” (in Finnish) where the green Heineken bottle replaced the initial letter “O” in the text. After the finish line, we offered Heineken 0.0% tasting cans to all runners from handy backpacks, which also run the same texts using bottles.
FEEDBACK / RESULTS:
Altogether more than 13 000 samples were delivered to consumers during the two expo days and the run. The client was very pleased with the visibility, which reached nearly 20 000 people in total. Many runners knew to expect Heineken 0.0% at the finish line of Helsinki City Run because of prior exposure at the Hyvinvoinnin Expo and were clearly happy to get a can, commenting, for example, “Finally!” About 90% of the runners accepted the sample. Many of the consumers – both men and women – were positively surprised about the sampling and the product itself.