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户外酒吧
案例简介：喜力0.0呈现 “户外酒吧”: 品牌将酒吧形状的广告牌带到里约热内卢的街道 由阳狮巴西公司 (Publicis Brasil) 构思，这种激活使人们可以从汽车内部与条形广告牌互动，品尝具有优质风味的啤酒并继续驾驶 2020年12月里约热内卢-开车穿过街道并受到广告牌图像的影响是很常见的。但是对于靠近巴西里约热内卢罗德里戈·德·弗雷塔斯泻湖的司机来说，这种经历在本月初 (12月10至13日) 大不相同。这是因为巴西最畅销的高级啤酒喜力0.0的零酒精版本的特色是 “户外酒吧”: 一个前所未有的酒吧形状的广告牌。激活探索了喜力0.0消费的新时刻，强化了这样的信息，即现在消费者可以在一天中的任何时间，甚至在开车之前，喝一种具有优质风味和零酒精的啤酒。 “户外酒吧” 由巴西阳狮构思，为参观位于拉戈罗德里戈·德弗雷塔斯附近的激活的公众推广喜力0.0的实验。该计划由Sherpa42制作，并由ipprospect团队签署了数字通信策略，旨在通过巴西从未有过的体验来影响消费者，从而加强了对创新的承诺，喜力也随之而来®品牌。参与的汽车被放置在一个很高的高度空间，从这个角度来看，让人们感觉像是在参与这个不寻常的 “广告”。 “户外酒吧是喜力0.0通讯计划中的另一个新奇事物，它从字面上显示了其可能的消费场合之一，即在开车之前，在非常喜力®方式: 伴随着始终富有创造力和创新的体验。现在你可以在开车前喝一杯优质啤酒，你也可以第一次在户外穿过酒吧，”喜力集团巴西高级品牌总监凡妮莎·布兰多说。 该行动仅针对18岁以上的人，遵循所有健康规则以确保参与，例如戴口罩，在整个时间内停留在汽车中，不超过允许上车的人数等。阳狮公司CCO dom ê nicomassareto评论说: “出门在外代表了品牌以公开信息激励人们的可能性。在这种情况下，这是一种轻松，善良且非常吸引人的信息，可以解释生活中的新产品。”
户外酒吧
案例简介：HEINEKEN 0.0 PRESENTS “OUTDOOR BAR”: BRAND TAKE A BAR-SHAPED BILLBOARD TO THE STREETS OF RIO DE JANEIRO Conceived by Publicis Brasil, the activation allowed people to interact from inside their cars with a bar-shaped billboard, sip a beer with a quality flavor and continue driving Rio de Janeiro, December 2020 - Driving through the streets and being impacted by images from a billboard is common. But for drivers who are close to the Rodrigo de Freitas Lagoon, in Rio de Janeiro, Brazil, this experience was quite different in the beginning of this month (Dec. 10th-13th ). That's because the zero-alcohol version of Brazil's best-selling premium beer Heineken 0.0 featured the “Outdoor Bar”: an unprecedented bar-shaped billboard. The activation explored new moments of consumption of Heineken 0.0, reinforcing the message that now the consumer can drink a beer with quality flavor and zero alcohol at any time of the day, even before driving. Conceived by Publicis Brasil, “Outdoor Bar” promoted experimentation of Heineken 0.0 for the public that visited the activation located in the vicinity of Lagoa Rodrigo de Freitas. Produced by Sherpa42, and with a digital communication strategy signed by the IProspect team, the initiative aimed to impact the consumer through an experience never done before in Brazil, thus reinforcing the commitment to innovation, something that has accompanied Heineken® brand since ever. The participating cars were positioned in a high height space, in a perspective that made people feel like participating in this unusual ‘ad’. “The Outdoor Bar is another novelty in the communication plan for Heineken 0.0, which literally shows one of its possible consumption occasions, which is before driving, in a very Heineken® way: accompanying an always creative and innovative experience. Now you can drink a quality beer before driving, and you can also, for the first time, go through a bar inside an outdoor ”, says Vanessa Brandão, Director of the HEINEKEN Group's premium brands in Brazil. The action was aimed only at people over 18, following all health rules to ensure participation, such as wearing a mask, staying in cars for the entire period, not exceeding the number of people allowed in the vehicle, among others. "Out of home represents a possibility for brands to inspire people with a public message. In this case, a light, good-natured and very engaging message that explains the new product in the context of life", comments Domênico Massareto, CCO of Publicis.
Outdoor Bar
案例简介：喜力0.0呈现 “户外酒吧”: 品牌将酒吧形状的广告牌带到里约热内卢的街道 由阳狮巴西公司 (Publicis Brasil) 构思，这种激活使人们可以从汽车内部与条形广告牌互动，品尝具有优质风味的啤酒并继续驾驶 2020年12月里约热内卢-开车穿过街道并受到广告牌图像的影响是很常见的。但是对于靠近巴西里约热内卢罗德里戈·德·弗雷塔斯泻湖的司机来说，这种经历在本月初 (12月10至13日) 大不相同。这是因为巴西最畅销的高级啤酒喜力0.0的零酒精版本的特色是 “户外酒吧”: 一个前所未有的酒吧形状的广告牌。激活探索了喜力0.0消费的新时刻，强化了这样的信息，即现在消费者可以在一天中的任何时间，甚至在开车之前，喝一种具有优质风味和零酒精的啤酒。 “户外酒吧” 由巴西阳狮构思，为参观位于拉戈罗德里戈·德弗雷塔斯附近的激活的公众推广喜力0.0的实验。该计划由Sherpa42制作，并由ipprospect团队签署了数字通信策略，旨在通过巴西从未有过的体验来影响消费者，从而加强了对创新的承诺，喜力也随之而来®品牌。参与的汽车被放置在一个很高的高度空间，从这个角度来看，让人们感觉像是在参与这个不寻常的 “广告”。 “户外酒吧是喜力0.0通讯计划中的另一个新奇事物，它从字面上显示了其可能的消费场合之一，即在开车之前，在非常喜力®方式: 伴随着始终富有创造力和创新的体验。现在你可以在开车前喝一杯优质啤酒，你也可以第一次在户外穿过酒吧，”喜力集团巴西高级品牌总监凡妮莎·布兰多说。 该行动仅针对18岁以上的人，遵循所有健康规则以确保参与，例如戴口罩，在整个时间内停留在汽车中，不超过允许上车的人数等。阳狮公司CCO dom ê nicomassareto评论说: “出门在外代表了品牌以公开信息激励人们的可能性。在这种情况下，这是一种轻松，善良且非常吸引人的信息，可以解释生活中的新产品。”
Outdoor Bar
案例简介：HEINEKEN 0.0 PRESENTS “OUTDOOR BAR”: BRAND TAKE A BAR-SHAPED BILLBOARD TO THE STREETS OF RIO DE JANEIRO Conceived by Publicis Brasil, the activation allowed people to interact from inside their cars with a bar-shaped billboard, sip a beer with a quality flavor and continue driving Rio de Janeiro, December 2020 - Driving through the streets and being impacted by images from a billboard is common. But for drivers who are close to the Rodrigo de Freitas Lagoon, in Rio de Janeiro, Brazil, this experience was quite different in the beginning of this month (Dec. 10th-13th ). That's because the zero-alcohol version of Brazil's best-selling premium beer Heineken 0.0 featured the “Outdoor Bar”: an unprecedented bar-shaped billboard. The activation explored new moments of consumption of Heineken 0.0, reinforcing the message that now the consumer can drink a beer with quality flavor and zero alcohol at any time of the day, even before driving. Conceived by Publicis Brasil, “Outdoor Bar” promoted experimentation of Heineken 0.0 for the public that visited the activation located in the vicinity of Lagoa Rodrigo de Freitas. Produced by Sherpa42, and with a digital communication strategy signed by the IProspect team, the initiative aimed to impact the consumer through an experience never done before in Brazil, thus reinforcing the commitment to innovation, something that has accompanied Heineken® brand since ever. The participating cars were positioned in a high height space, in a perspective that made people feel like participating in this unusual ‘ad’. “The Outdoor Bar is another novelty in the communication plan for Heineken 0.0, which literally shows one of its possible consumption occasions, which is before driving, in a very Heineken® way: accompanying an always creative and innovative experience. Now you can drink a quality beer before driving, and you can also, for the first time, go through a bar inside an outdoor ”, says Vanessa Brandão, Director of the HEINEKEN Group's premium brands in Brazil. The action was aimed only at people over 18, following all health rules to ensure participation, such as wearing a mask, staying in cars for the entire period, not exceeding the number of people allowed in the vehicle, among others. "Out of home represents a possibility for brands to inspire people with a public message. In this case, a light, good-natured and very engaging message that explains the new product in the context of life", comments Domênico Massareto, CCO of Publicis.
户外酒吧
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Outdoor Bar
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