Thai Asia Pacific Brewery: Stadium of Dreams

The 2010 Warc Prize for Ideas and Evidence was created to identify case studies that demonstrate success against four criteria: strategy, integration, results and innovation. The competition, which was open to entries from any country or industry sector, was judged by an international panel of senior marketers and agency chiefs, using the following weighting: strategy (20% of marks), integration (25%), results (30%), innovation (25%).

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Campaign Details

Advertiser: Thai Asia Pacific Brewery Co. Ltd
Agency: Arc Worldwide Thailand
Agency: Leo Burnett Company
Brand: Heineken
Campaign duration: Marc h 2009
Campaign objective: Change brand image, increase sales
Country: Thailand
Media budget (USD): $250,001 - $1million
Media used: Internet microsites, Magazines (consumers), Out of home (all forms); Packaging, Sales promotion, Sponsorship (event or property), Television (local)

Executive Summary: