One hundred years ago, the Leuven Brewery De Hoorn opened its doors. It was there that the first Stella Artois was born. The brewery was state-of-the-art for its time, so production figures also immediately skyrocketed.
Objectives:
Create awareness on local heritage of AB InBev/Stella Artois and celebrating the 100th anniversary of Brewery De Hoorn
Stand Out with a Golden ticket - Invitation for an exclusive beer and food pairing dinner in the ancient brewery.
Surprise & reward the Leuven residents with a nice food and beer pairing dinner.
Strategy & Execution
Create curiosity & involvement
Use an authentic post card to grasp attention and to be aligned with the local heritage.
Randomly reward residents from Leuven & invite them to celebrate the 100th anniversary together.
Reason best Practice
Belgians like beer, it's part of our culture, so AB Inbev sends a D2D to reward consumers with something they like: a visit of the brewery or if you are lucky a "Beer & Food pairing diner" with the golden ticket
All the residents from Leuven are involved with an invitation for a visit. When you live nearby the brewery, you have a connection with ‘De hoorn’ which is very well known in the neighborhood
AB Inbev uses an original ‘Golden ticket’. Paper invitations offer a lasting moment, something you can hold onto and cherish as a keepsake
Campaign Results
26 500 vouchers were distributed
100 Golden Vouchers were distributed
1 500 people were hosted to visit "The Hoorn"and the "Stella Artois" brewery
88 people registered for the Golden Ticket dinner.
