BUDWEISER 2008 COMMUNICATION PLATFORM
Aims:
- For 2008 Heineken Italy agreed with Anheuser Bush to review Budweiser Communication Platform
- The Communication Campaign OPEN UP THE BUD WORLD has been therefore developed
- Heineken wanted to check with our target audience the appeal of the campaign, its relevance, the ability to convey the desired positioning (Innovation and Coolness) the consistency with the brand and its value in terms of impact, engagement, involvement and projection on the brand
- baba has been asked to propose an ad-hoc qualitative research project to evaluate 2008 campaign, to understand if the above platform is still agreed and to assess the follow up
Click to view the research design
