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户外酒吧
案例简介：HEINEKEN 0.0呈现 “室外酒吧”: 品牌在里奥德 · 詹尼罗的街道上拿一个酒吧形状的酒吧 由Publicis Brasil构思，该激活使人们可以从车内用条形广告牌进行互动，喝一杯带有优质风味的啤酒并继续驾驶 里约热内卢，2020年12月-开车穿过街道，受到广告牌图像的影响是很常见的。但对于在巴西里约热内卢罗德里戈 · 德 · 弗雷塔斯潟湖 (Rodrigo de Freitas Lagoon) 的车手来说，这种经历在本月初 (12月10日-13日) 截然不同。这是因为巴西最畅销的优质啤酒喜力0.0的零酒精版本以 “户外酒吧” 为特色: 史无前例的条形广告牌。该激活探索了喜力0.0消费的新时刻，强化了这样一个信息，即现在消费者可以在一天中的任何时候，甚至在开车之前喝一种具有优质风味和零酒精的啤酒。 由Publicis Brasil构思，“户外酒吧” 为参观位于Lagoa Rodrigo de Freitas附近的公众宣传了喜力0.0的实验。由Sherpa42制作，并由IProspect团队签署了数字传播策略，旨在通过在巴西从未有过的经历来影响消费者，从而加强了对创新的承诺，这是伴随喜力而来的®品牌从此。参赛的赛车被定位在一个很高的高度空间，在一个角度让人们觉得参与这个不同寻常的 '广告'。 “户外酒吧是喜力0.0的沟通计划中的另一个新奇之处，它从字面上显示了它可能的消费场合之一，也就是在开车之前，在一个非常喜力的®方式: 伴随着永远有创意和创新的体验。现在，你可以在开车前喝一杯优质的啤酒，你也可以第一次在户外穿过酒吧 “，海宁集团在巴西的高级品牌总监瓦内萨 · 布兰德昂 (Vanessa Brand ã o) 说。 该行动只针对18岁以上的人，遵循所有健康规则，以确保参与，例如戴口罩，在整个期间留在汽车中，不超过允许进入车辆的人数，等等。“走出家门代表了一种可能性，品牌可以通过公共信息激励人们。在这种情况下，一个轻快，善意和非常引人入胜的信息，在生活的背景下解释了新产品 ”，Publicis的CCO Domênico Massairto评论。
户外酒吧
案例简介：HEINEKEN 0.0 PRESENTS “OUTDOOR BAR”: BRAND TAKE A BAR-SHAPED BILLBOARD TO THE STREETS OF RIO DE JANEIRO Conceived by Publicis Brasil, the activation allowed people to interact from inside their cars with a bar-shaped billboard, sip a beer with a quality flavor and continue driving Rio de Janeiro, December 2020 - Driving through the streets and being impacted by images from a billboard is common. But for drivers who are close to the Rodrigo de Freitas Lagoon, in Rio de Janeiro, Brazil, this experience was quite different in the beginning of this month (Dec. 10th-13th ). That's because the zero-alcohol version of Brazil's best-selling premium beer Heineken 0.0 featured the “Outdoor Bar”: an unprecedented bar-shaped billboard. The activation explored new moments of consumption of Heineken 0.0, reinforcing the message that now the consumer can drink a beer with quality flavor and zero alcohol at any time of the day, even before driving. Conceived by Publicis Brasil, “Outdoor Bar” promoted experimentation of Heineken 0.0 for the public that visited the activation located in the vicinity of Lagoa Rodrigo de Freitas. Produced by Sherpa42, and with a digital communication strategy signed by the IProspect team, the initiative aimed to impact the consumer through an experience never done before in Brazil, thus reinforcing the commitment to innovation, something that has accompanied Heineken® brand since ever. The participating cars were positioned in a high height space, in a perspective that made people feel like participating in this unusual ‘ad’. “The Outdoor Bar is another novelty in the communication plan for Heineken 0.0, which literally shows one of its possible consumption occasions, which is before driving, in a very Heineken® way: accompanying an always creative and innovative experience. Now you can drink a quality beer before driving, and you can also, for the first time, go through a bar inside an outdoor ”, says Vanessa Brandão, Director of the HEINEKEN Group's premium brands in Brazil. The action was aimed only at people over 18, following all health rules to ensure participation, such as wearing a mask, staying in cars for the entire period, not exceeding the number of people allowed in the vehicle, among others. "Out of home represents a possibility for brands to inspire people with a public message. In this case, a light, good-natured and very engaging message that explains the new product in the context of life", comments Domênico Massareto, CCO of Publicis.
Outdoor Bar
案例简介：HEINEKEN 0.0呈现 “室外酒吧”: 品牌在里奥德 · 詹尼罗的街道上拿一个酒吧形状的酒吧 由Publicis Brasil构思，该激活使人们可以从车内用条形广告牌进行互动，喝一杯带有优质风味的啤酒并继续驾驶 里约热内卢，2020年12月-开车穿过街道，受到广告牌图像的影响是很常见的。但对于在巴西里约热内卢罗德里戈 · 德 · 弗雷塔斯潟湖 (Rodrigo de Freitas Lagoon) 的车手来说，这种经历在本月初 (12月10日-13日) 截然不同。这是因为巴西最畅销的优质啤酒喜力0.0的零酒精版本以 “户外酒吧” 为特色: 史无前例的条形广告牌。该激活探索了喜力0.0消费的新时刻，强化了这样一个信息，即现在消费者可以在一天中的任何时候，甚至在开车之前喝一种具有优质风味和零酒精的啤酒。 由Publicis Brasil构思，“户外酒吧” 为参观位于Lagoa Rodrigo de Freitas附近的公众宣传了喜力0.0的实验。由Sherpa42制作，并由IProspect团队签署了数字传播策略，旨在通过在巴西从未有过的经历来影响消费者，从而加强了对创新的承诺，这是伴随喜力而来的®品牌从此。参赛的赛车被定位在一个很高的高度空间，在一个角度让人们觉得参与这个不同寻常的 '广告'。 “户外酒吧是喜力0.0的沟通计划中的另一个新奇之处，它从字面上显示了它可能的消费场合之一，也就是在开车之前，在一个非常喜力的®方式: 伴随着永远有创意和创新的体验。现在，你可以在开车前喝一杯优质的啤酒，你也可以第一次在户外穿过酒吧 “，海宁集团在巴西的高级品牌总监瓦内萨 · 布兰德昂 (Vanessa Brand ã o) 说。 该行动只针对18岁以上的人，遵循所有健康规则，以确保参与，例如戴口罩，在整个期间留在汽车中，不超过允许进入车辆的人数，等等。“走出家门代表了一种可能性，品牌可以通过公共信息激励人们。在这种情况下，一个轻快，善意和非常引人入胜的信息，在生活的背景下解释了新产品 ”，Publicis的CCO Domênico Massairto评论。
Outdoor Bar
案例简介：HEINEKEN 0.0 PRESENTS “OUTDOOR BAR”: BRAND TAKE A BAR-SHAPED BILLBOARD TO THE STREETS OF RIO DE JANEIRO Conceived by Publicis Brasil, the activation allowed people to interact from inside their cars with a bar-shaped billboard, sip a beer with a quality flavor and continue driving Rio de Janeiro, December 2020 - Driving through the streets and being impacted by images from a billboard is common. But for drivers who are close to the Rodrigo de Freitas Lagoon, in Rio de Janeiro, Brazil, this experience was quite different in the beginning of this month (Dec. 10th-13th ). That's because the zero-alcohol version of Brazil's best-selling premium beer Heineken 0.0 featured the “Outdoor Bar”: an unprecedented bar-shaped billboard. The activation explored new moments of consumption of Heineken 0.0, reinforcing the message that now the consumer can drink a beer with quality flavor and zero alcohol at any time of the day, even before driving. Conceived by Publicis Brasil, “Outdoor Bar” promoted experimentation of Heineken 0.0 for the public that visited the activation located in the vicinity of Lagoa Rodrigo de Freitas. Produced by Sherpa42, and with a digital communication strategy signed by the IProspect team, the initiative aimed to impact the consumer through an experience never done before in Brazil, thus reinforcing the commitment to innovation, something that has accompanied Heineken® brand since ever. The participating cars were positioned in a high height space, in a perspective that made people feel like participating in this unusual ‘ad’. “The Outdoor Bar is another novelty in the communication plan for Heineken 0.0, which literally shows one of its possible consumption occasions, which is before driving, in a very Heineken® way: accompanying an always creative and innovative experience. Now you can drink a quality beer before driving, and you can also, for the first time, go through a bar inside an outdoor ”, says Vanessa Brandão, Director of the HEINEKEN Group's premium brands in Brazil. The action was aimed only at people over 18, following all health rules to ensure participation, such as wearing a mask, staying in cars for the entire period, not exceeding the number of people allowed in the vehicle, among others. "Out of home represents a possibility for brands to inspire people with a public message. In this case, a light, good-natured and very engaging message that explains the new product in the context of life", comments Domênico Massareto, CCO of Publicis.
户外酒吧
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Outdoor Bar
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