Enjoy the Unexpected
Through the activation of 'Enjoy the Unexpected', we positioned the country's points of sale as the stars of the year.
“The 'Enjoy the Unexpected' campaign exceeded all our expectations, not only in terms of reach and engagement, but also in creating memorable experiences that strengthened our connection with consumers at every touchpoint.”
Overview
Travel from POS to the UEFA Champions League final.
For all fans of the tournament, the ultimate prize is to see the final of the competition in person. We made this a reality not only for the winners but also for their companions.
The objectives for this campaign were to continue positioning Heineken alongside the UEFA Champions League, increase share of shelf and brand visibility and encourage product purchase through the development of a promotion.
Execution
We carried out a comprehensive campaign that included promotional activation at point of sale and amplification through digital media. We generated the strategy, planning, and purchase of digital media with two clear objectives: awareness and traffic referral to POS.
- Heineken + UEFA Champions League: Adapting content received from global to local language, with the corresponding approvals
- Green Store: Creating original content locally to communicate the brand's e-commerce
To participate, people had to enter the hidden code within the packs on our website, sharing their data with the brand.
Results
From February to May, we reached 98% of the target audience on social media with a frequency of 3.5 per week. The campaign impressions on all digital media totaled 45,017,984. We had 16,563,829 views with an average CTR of 0.41%. The investment strategy included social media, programmatic, and YouTube on a case-by-case basis.
The activation of the store had better results than planned:
We closed this spectacular campaign with a big event. We invited more than 2,000 people to enjoy the UEFA Champions League final in the best Heineken style.
+5,000
Gift packs sold
+14,200
Redeemed codes
+3,500
Heineken products sold
+160,000
Participants in the Green Store
- +USD 35,000 in sales
Heineken
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