Ten years in green
More than ten years with Heineken in Latin America: Champions League, music and city life, country by country, always signed off by Heineken Global.
“A global brand doesn't get translated. It becomes local, one city at a time.”
Overview
Heineken has some of the strictest brand codes in the world. For more than ten years we took it to Chile, Paraguay, Costa Rica and Bolivia with one team, getting every piece approved by Heineken Global.
The brief was never to reinvent it. It was to make it local: the Champions League, music and the city lived in Santiago, Asunción and San José as if the brand had been born there.
We started in digital and grew with the brand into integrated campaigns: media, content, influencers, PR, point of sale, events and internal marketing.
Execution
CHILE, WHERE IT STARTED
With CCU we made Chile one of Heineken's benchmark digital markets. #HeinekenBike rode through Santiago and Valparaíso on twelve bikes brought from Holland, #FestHunters sent eight fans to Rock in Rio and Cities Summer explored the city with insiders and local media.
CHAMPIONS LEAGUE, HOSTING THE WORLD
In 2016 Chile was one of the nine global hostmarkets for #ChampionTheMatch: David Trezeguet commented a live match for Heineken fans worldwide from the top of Santiago, and the hashtag trended all afternoon.
PARAGUAY, FROM DIGITAL TO 360°
We won the account in 2016 and grew it into the full UEFA Champions League campaign: TV, radio, outdoor, digital, point of sale, giant trophies, exclusive packs, internal marketing and the Final Screening in Asunción.
COSTA RICA, THE CITY IS YOURS
With FIFCO we built the digital strategy from scratch plus a calendar of experiences: Open San José with bike routes and the Heineken Bike, the Champions League final in a tent for thousands of fans, Fashion Week and the Celebration Party.
ONE REGIONAL TEAM
Brand specialists in every country, the same KPIs and reports across markets, and every piece validated with Heineken Global.
Results
A global brand that felt local in every country, with measurable results market by market.
+10
Years with Heineken in Latin America
+600%
Online visibility for Heineken in Costa Rica, in one year
+872%
Interactions in Costa Rica, year over year
1,026,172
People reached by Open San José
3,419,155
People reached by the Champions League campaign in Paraguay
+22M
#HeinekenBike impressions on Twitter
- Trending in Chile with #HeinekenBike, #FestHunters and #ChampionTheMatch.
- 1,000 Champions League packs sold in 20 days in Paraguay.
More films
Heineken's year in Costa Rica and the afternoon Chile hosted #ChampionTheMatch.
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