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TBWA MAES

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TBWA MAES

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TBWA MAES

  1. 1. a crate in front of your window:how Maesconquered people's hearts through experience marketing.<br />PechaKucha, May 23th<br />
  2. 2. MAES in 2008<br />MAES<br />Low product credentials<br />Low social consensus<br />COMPETITION<br />Very strong brand leader – everybody drinks the same beer<br />
  3. 3. TIME FOR A TURN AROUND<br />NEW BEER<br />NEW PACKAGING<br />NEW COMMUNICATION<br />
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  5. 5. Communication approach<br />
  6. 6. Create awareness and attention for the new Maes<br />STIMULATE & NOURISH THE DEBATE AROUND PILS<br />
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  9. 9. STIMULATE & NOURISH THE DEBATE AROUND PILS<br />Put the beer in the hands of people – stimulate mass trial<br />Invite beer drinkers to reconsider their choice - change habits<br />Speak with confidence – install a real Maes challenger attitude<br />Act instead of tell –prove your positioning by being close to the target<br />
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  12. 12. STIMULATE & NOURISH THE DEBATE AROUND PILS<br />What do we have to do? <br />
  13. 13. Facts for Flanders<br />Over 2 weekends in June 2009<br />24.000 crates new MaesPils<br />Of which 12.000 could be reserved via maes.be, all gone within 24h <br />110 teams on the road with 114 vans<br />Resulted in<br />A lot a free press<br />A lot of email addresses <br />A lot of sympathy amongst the target<br />
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  15. 15. THANK YOU<br />

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