Heineken and Starcom Mediavest Group were awarded the highly-coveted Grand Prix Award at the inaugural Digital Cinema Media Awards for their Open Your Cities campaign.
Discussing the winning campaign, the judges said: “The Grand Prix is obviously hotly debated, but what tipped it for Heineken was a brilliant display of proper integration. The scale of the whole campaign was incredible and cinema was a really well-integrated part.
“The campaign had a truly positive effect on the brand and brand sales. No integrated campaign should exist without cinema, as Heineken has proved!”
The Grand Prix is chosen by the Judging Panel from the winners of the five main entry categories. The winners receive a red carpet experience for four people and the client wins a cinema screen-time campaign to the value of £100,000.
Ten prizes were awarded on the night, including five category winners, and four highly commended, along with the Grand Prix.
About Heineken and Starcom Mediavest Group’s Open Your Cities campaign:
Heineken’s determination to demonstrate itself as a progressive, relevant and premium brand resulted in Londoners participating in a huge range of exclusive experiences across the city. Importantly, these were locally relevant, exploring the villages that make up London - from Shoreditch to Peckham and Dalston to Brixton.
With film identified as a passion point, cinemas brought a unique premium and local experience, becoming an integral part of a truly integrated campaign. In addition to the screenings, which were promoted in Metro, covered in Empire magazine and introduced on the night by Empire’s News Editor, all guests were encouraged to tweet about the films and share their experiences via social media.
Heineken ‘Star Screenings’ had an attendance rate of 92%, while the 120” exclusive creative that aired before the screenings delivered 1,023 admissions. An additional 60” national cinema ad delivered 607,576 admissions.
Heineken also saw dramatic sales shifts over the campaign period. Volume sales grew by 14% whilst the lager category was in overall decline.
This campaign was so successful, Heineken have extended the sponsorship into 2015.
Read about all the winners here.