Following St Luke’s recent appointment on the
Heineken premium beer brand, we immediately started work on creating a tactical
outdoor campaign for Sunday’s London Marathon, in addition to the nationwide
press campaign for Heineken UK.
The campaign saw the tactically relevant copy ‘Pace
Yourself’ in targeted locations along the infamous Marathon route – a message
of support to runners and a reference to responsible drinking.
The wider campaign sees iconic Heineken imagery throughout
major UK cities with headlines that relate to and connect with their target
audience in a light-hearted and humorous manner. Our CEO, Neil Henderson, said: "Sharing a wry smile with 30,000 runners as they slog their way
around the capital shows that Heineken is in tune with the lives of
Londoners."
Everyone at St Luke’s
is delighted with the tactical campaign and is eagerly anticipating the next
opportunity at the Heineken Cup Final.
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