KNOWING THE SIGNS
IN THE NETHERLANDS
k Heineken KnowTheSigns
them on a continuous basis in order to remain compliant
with our policy. Our internal 'Alcohol, Company and Society'
database continued to play an important role in the design
of local implementation and maintenance activities by
disclosing best practices from around all our markets.
What we will do in 2009
Build 'responsibility' into the brand architecture of our
top 10 brands
Review and adapt our international media campaign
(www.knowthesigns.com)
Upgrade our online refreshment training for the Rules on
Responsible Commercial Communication for all relevant
marketing and sales staff in the autumn of 2009
Promote and update the learning tool for the Rules on
Responsible Commercial Communication to ensure that
new employees learn and understand our policy
Develop workshops and ensure compliance to our rules
Maintain our current level of partnerships
Further expand responsibility activities to local brands
(through sponsorships and in commercial communication)
Secure compliance with the newly defined refresher
definition for Cool@Work
Introduce Cool@Work in operations that were acquired
in the course of 2008.
-"BE~
In the Netherlands, Heineken implemented the successful
international interactive online marketing campaign as part of
its ongoing commitment to encouraging responsible drinking.
The message to drinkers was simple: know your limits or be an
embarrassment to yourself and your friends.
The campaign was different to other initiatives because of its
interactivity. The aim was for consumers to engage with it, rather
than passively watch a one-way piece of communication, thereby
making it more successful at raising awareness.
It consisted of videos showing characters who displayed differing
types of behaviour when they had consumed too much. These
caricatures were virally seeded using local social networking sites,
particularly the hugely popular hyves.nl. Members of the site were
able to send videos of the stereotypes to their friends with the
message: "reminds me a bit of you!"
"The great thing about this campaign is it fulfils our marketing
objectives with a message that also encourages the responsible
use of alcohol," explains Floris Cobelens, Marketing Manager for
Heineken in the Netherlands. "The responsible drinking message is
so much more effective when it is delivered by friends or loved ones,
and the use of social networking to deliver it has made it that much
more effective."
HEINEKEN N.V. SUSTAINABILITY REPORT 2008 25
The hyves.nl campaign was backed up by innovative online banner
ads where the characters appear to leap across the screen. The
results were immediate, with thousands of videos being seeded
through the viral campaign. "It just shows how effective socially
responsible marketing can be when you're creative about it,"
says Floris.
