Heineken Romania is the 1st company in Romania that promotes its products through Grooveshark.com, one of the biggest on demand sites in the world, 3rd most used music streaming portal.
To implement the campaign, the Romanian Universal McCann – Heineken Romania’s collaborato in more than 55 campaigns – and the advertising sales house Digital 4 worked together.
The campaign, that took place between July 15th and August 15th, obtained exclusivity on all advertising formats for Romanian users, aiming to promote Heineken’s “Star World Tour” contest. The awards consisted in 20 VIP experiences in music festivals such asOutside Lands Music & Arts Festival San Francisco, MysteryLand Amsterdam, Rock in Rio, Heineken Green Room Singapore and ZoukOut Singapore.
Universal McCann worked together with Digital 4 People to implement the advertising campaign on GrooveShark.com. The campaign included standard IAB banners, but also specific formats for GrooveShark.com – skin and search-banner.
The results of Heineken Romania’s campaign, a result of collaboration between Digital4 and Universal McCann, were significant: we obtained a click rate 20 times higher than the average and a significant impact over users, without using intrusive banners (overlayer, roll-over). Those remarkable values are also due to the fact that GrooveShark.com is a premium site, with specific formats and advanced targeting options
Managing Partner Digital4
The campaign generated an immediate response in terms of generated traffic towards contest’s site. This comes as a result of the association between an international premium site and the local message of the campaign (users not being used to see messages in Romanian). The impact was generated by the presence of a relevant message for the targeted site, with a very good affinity
Online Media Planner Universal McCann
Digital4 is an independent online advertising sales house, with a portfolio of over 85 websites, a reach of over 2M internet users. The most important sites represented by Digital4 are www.grooveshark.com, www.kappa.ro, www.doingbusiness.ro, www.peteava.ro, www.newz.ro, www.myvideo.ro, www.bucharest-guide.ro. Digital4 ran over 600 online advertising campaigns, for over 150 clients.
Universal McCann is one of the biggest Romanian media agencies, in terms of turnover and number of employees. In its portfolio of clients there are companies such as Vodafone, Coca-Cola, Heineken, MGA (Metro-Real), S.C. Johnson, Friesland-Campina, Dedeman, Kandia Dulce, Banca Romanească, MasterCard, Caroli, GoodYear, Brown-Forman and ExxonMobil.