This holiday season, HEINEKEN Ireland is running a festive and tactical Out Of Home campaign, which ties in with the highly-anticipated launch of the Luas Cross City line. Planned by Kinetic, the global leader in activating audiences on the move, in association with Starcom, the campaign runs for the month of December across Dublin city. The initiative aims to encourage commuters to celebrate and embrace the coming together of the Green and Red Luas lines.
The campaign was successfully launched on 4th December, just in time for the busy Christmas season and the new Luas Cross City Line, which launched on 9th December. To effectively reach the commuter audience on the new Green and Red Luas Line, HEINEKEN Ireland worked alongside JCDecaux and Rothco for creative assistance in delivering this seasonal campaign.
Heineken Ireland has intertwined its iconic colours to create a Christmas Tree that marks new stops on the Luas Lines, which can be seen on all OOH copy. The eye-catching festive OOH creative brings the Christmas spirit to the interior and exterior of the Luas. This exterior Luas wrap delivers on-street visibility for pedestrians and vehicular traffic. The campaign also includes other strategically placed activations across Dublin city centre.
As part of the campaign, HEINEKEN Ireland will be promoting a clear and responsible message by handing out free Leap cards to lucky consumers and bar staff. This will take place on the 14th, 15th and 16th of December at selected bars along the cross-city line Luas. This further extends the reach of the campaign and encourages consumers to get home safely this Christmas.
Ronan McCormack, Senior Brand Manager Heineken said: “Green and Red are our brand colours and this partnership is a perfect way to celebrate the coming together of the Green and Red lines in Dublin City Centre, and to underpin the importance we place on the responsible consumption of our product”.
Speaking about the campaign, Aoife Hudson, Deputy Managing Director, Kinetic: “At Kinetic we are focused on making the consumer journey active, creating more valuable experiences for consumers. We’re delighted to work with HEINEKEN Ireland, Starcom, JCDecaux and Rothco on this campaign, contextually linking the OOH creative to the launch of the new Luas Cross City line”.