STAR SERVE AWARDS
In 2011 Heineken were looking for a way to educate and engage the bar trade in the Heineken 5 step pour, a specialised pouring technique that improves both the quality and flavour of the premium lager.
Influencing bar staff behaviour so that they adopted the Star Serve pour was crucial to ensuring that Heineken customers received both a premium product and experience. To achieve this, we applied an understanding of identity (including theories and research linked to both identity and personality profiles) and sought to increase the salience of the Star Serve pour to bartenders in both Dublin and Cork. Raising industry standards and elevating the bar trade to a greater level of professionalism were key to this, and thus the “Heineken Star Serve Awards” were born. The awards not only rewarded bartenders, but also served to reinforce the key messages behind the Star Serve pour and acted as a prestigious showcase event.
These trade awards consisted of a full X-Factor style stage presentation show with high production and theatrical values managed by our experienced production and events team. We created a unique event plan for the key areas of the event zone featuring the stage, the audience zone, the experiential pods, and managed all elements of the event from the contestant registration process to guest hospitality, and all adjudication and judging procedures. We also managed the process of recruiting over 1,000 bar staff, supporters and entourage as well as facilitating their inclusion with an audience participation voting system during the show.
Our team of nationwide hostesses, fully trained in the Star Serve process, ensured that on trade guests had a memorable and rewarding Star Serve experience. Such was the success of the pilot, the Awards grew to double in size by 2012 with over 2,000 bar staff in attendance and the addition of two extra events in Cork and Belfast. In 2013 a new judging app was developed to facilitate the increased number of contestants. Real Nations’ work on the Heineken Star Serve Awards has been noted as best in class by Heineken International and awarded a ‘gold standard’. In 2013 we were appointed as concept developers for the Heineken Global Bartenders Awards in Heineken headquarters in Amsterdam.
The fundamental strength of Real Nation, is a deep understanding of our brand, and our consumers. Their ability to link that knowledge to their on the ground activity brings our brand to life and help us to connect with consumers in a deep and meaningful way. Aligned with that is their ability to manage the logistical details required to run the activations, including developing turn key solutions to ensure that all aspects of the activation are covered off, and all stakeholders have bought in, are informed and up to date. Real Nation are on top of their brief at all times, most importantly, is the quality of personnel provided. Real Nation don’t just give us promotional staff, I see brand ambassadors working on the ground for us. We have seen the strength of our activities receive constant praise from consumers and our internal commercial teams alike, on how good the staff are at providing the feel good factor. In short Real Nation are a best in class company that delivers!!!Peter Murphy