BIRRA MORETTI - SUMMER (JUN-AUG 2020)

2020 Starcom Romania account Birra Moretti (a sub-brand of Heineken) targeting two audience segments in one single campaign model with a common objective: Footfall Attribution.

Targeting of users around gastronomy outlets (HoReCa locations) and around retailers where Birra Moretti is available (Retail locations). Geofenced targeting indicating the nearest outlet to consume or buy the Birra Moretti brand.

Footfall Attribution as the primary KPI. Impressions and clicks/ CTR% as secondary.

Birra Moretti is available for consumption at a large number of Hotels, Restaurants, and Cafes (HoReCa segment). At the same time, traditional retailers (mostly supermarkets) do feature Birra Moretti (Retailer segment) in their product range.

YOOSE Romanian local partner agency, together with the client-defined 692 locations in the retailer segment and 140 HoReCa locations.

In order to separate client intentions between “buying” at the retailers and “consumption” at the HoReCa locations, different banner sets were created for each category.

Hyper-Local targeting was used to target around the locations. YOOSE Footfall Attribution technology measuring online to offline conversions at the locations.