Since 1 September, Heineken
has been sponsoring the
Unplugged series aired by
MTV in Asia.
The Unplugged series con
sists of acoustic performances
by contemporary pop musi
cians. The first MTV Unplug
ged programme was broad
cast in 1989. Big names like
Eric Clapton, Bruce Spring
steen, Nirvana, Elton John,
Mariah Carey and Pearl Jam
have since performed on
MTV using only acoustic in
struments.
Simon Godden, Vice Presi
dent of Advertising Sales at
MTV Asia, says on the spon
sorship, 'The fact that Heine
ken has chosen MTV as the
only music channel for its
Pan-Asian campaign is a great
endorsement of our growth
and presence in the region.'
A GREAT TEAM
Jan Schapink, International
Advertising Manager, is equal
ly enthusiastic, 'MTV Unplug
ged brings high-quality music
to a very wide audience.
Likewise, Heineken is made
of the finest natural ingre
dients and also represents
high quality. Equally impor
tant, both Heineken and music
stand for relaxation, fun and
enjoyment. Heineken and
MTV Unplugged are a great
match.'
Before and after each pro
gramme, the MTV Unplugged
logo transforms itself into the
Heineken logo, with a voice-
over saying, 'This MTV pro
gramme is brought to you by
Heineken.' During each com
mercial break, viewers are
again reminded of Heineken's
sponsorship of MTV Unplug
ged.
This sponsorship in Asia
is not the first contract with
MTV. Last year, Heineken
sponsored another MTV pro
gramme, The Green Room
Tour, which is aired in Europe.
Alanis Morisette
Heineken certainly had a
high-visibility presence on
the beaches of Portugal in
the months of July and
August. As part of the Bar
and Beach Tour the Heineken
Van visited eight popular
beaches. At the end of each
afternoon promotion girls
handed out leaflets that con
sumers could use to buy a
Heineken beer at a reduced
price in one of the participa
ting bars. At the same time
an aerobics lesson was given
by Heineken on the beach.
In the evening those who
had a leaflet could call in at
one of the participating bars
and exchange their leaflet for
a Heineken Beer plus a scratch
card. For holders of winning
scratch cards the prizes inclu
ded Heineken summer mer
chandise which winners could
then collect from the Heineken
Van. Bands contracted by
Heineken provided a swing
ing musical accompaniment
to the event.
The aim of the promotion
was to generate trial, to in
crease loyalty amongst exist
ing Heineken consumers, to
develop the brand image
further and, of course, to cre
ate extra custom for the bar
owners. Heineken Portugal
Scratch and win.
The bar owners and distribu
tors were satisfied because
of the great incentive that
the promotion gave them,
whilst consumers were
happy with the attractive
prizes they won.
says that all the promotion's
objectives were a 100% suc
cess. An estimated 80,000
scratch cards were handed
out and everyone involved
was very satisfied with the
results. Heineken Portugal
was very pleased with the
higher-than-expected sales
and the fact that many young
adults sampled Heineken.
