TBWA MAES

1. a crate in front of your window:how Maesconquered people's hearts through experience marketing. PechaKucha, May 23th

2. MAES in 2008 MAES Low product credentials Low social consensus COMPETITION Very strong brand leader – everybody drinks the same beer

3. TIME FOR A TURN AROUND NEW BEER NEW PACKAGING NEW COMMUNICATION

5. Communication approach

6. Create awareness and attention for the new Maes STIMULATE & NOURISH THE DEBATE AROUND PILS

9. STIMULATE & NOURISH THE DEBATE AROUND PILS Put the beer in the hands of people – stimulate mass trial Invite beer drinkers to reconsider their choice - change habits Speak with confidence – install a real Maes challenger attitude Act instead of tell –prove your positioning by being close to the target

12. STIMULATE & NOURISH THE DEBATE AROUND PILS What do we have to do?

13. Facts for Flanders Over 2 weekends in June 2009 24.000 crates new MaesPils Of which 12.000 could be reserved via maes.be, all gone within 24h 110 teams on the road with 114 vans Resulted in A lot a free press A lot of email addresses A lot of sympathy amongst the target

15. THANK YOU