Heineken / MalaysiaB2B
Heidden in Plain Sight.
Heineken Malaysia hid its logo inside Chinese New Year greetings painted on its delivery trucks, getting outdoor exposure despite strict alcohol ad rules.
- Brand
- Heineken
- Agency
- Leo Burnett Kuala Lumpur
- Market
- Malaysia
- Region
- Global
The challenge
Malaysia restricts alcohol advertising, leaving beer brands mostly fighting online during the key Chinese New Year sales season.
The idea
Festive greetings often contain the Cantonese syllable 'Hei', which also opens the Heineken name. The brand cropped its logo to complete these greetings on its existing truck fleet, creating moving ads that were technically unbranded.
Results
- Truck ads outperformed average outdoor buys by 163%
- Trucks covered 36,465 km on regular delivery routes
Case study source: Activation Ideas Source ↗
