Campaign details
Brand: HeinekenLead agency: ClickRegion: APAC
Objectives
Heineken's brand awareness index stands at 87% amongst beer drinkers in Vietnam. Although well-known and believed to be of superior quality, Heineken is in fierce competition with other beer brands in the area of brand affinity amongst its target consumers who are adventurous in their choice of beer. With many different choices for beer brands, consumers are on the lookout for a beer brand personality that matches theirs, hence thinking that 'this is the right brand for me'.
Heineken needed to convert high brand awareness to brand...