Heineken Ambient, Case study The Cliché [video] 2 by Publicis Sao Paulo

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The Cliché [video] 2

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Industry Beers and Ciders, Sports Teams & Events
Media Ambient, Case study
Market Brazil
Agency Publicis Sao Paulo
Executive Creative Director Kevin Zung
Creative Director Henrique Mattos, Alexandre Vilela
Art Director Cícero Souza, Guto Kono
Copywriter Pedro Lazera, Mariana Albuquerque, Samuel Normando
Production Hungry Man
Director Fabio Pinheiro, Caio Rubini
Released October 2016


Cannes Lions 2017
Outdoor Ambient: Live Advertising and Events Gold Lion
PR Practices & Specialisms: Sponsorship & Partnership Bronze Lion
Media Sectors: Food & Drinks Bronze Lion

Credits & Description

Title: The Cliché
Agency: Publicis Brasil
Brand: Heineken
Country: Brazil
Entrant Company: Publicis Brasil, São Paulo
Advertising Agency: Publicis Brasil, São Paulo
Media Agency: Publicis Brasil, São Paulo
Pr Agency: Publicis Brasil, São Paulo
Production Company: Publicis Brasil, São Paulo
Ceo And General Creative Director: Hugo Rodrigues (Publicis Brasil)
Executive Creative Director: Kevin Zung (Publicis Brasil)
Global Chief Creative Officer: Bruno Bertelli (-)
Creative Director: Alexandre (Xã) Vilela (Publicis Brasil)
Creative Director: Henrique Mattos (Publicis Brasil)
Art Director: Cícero Souza (Publicis Brasil)
Art Director: Guto Kono (Publicis Brasil)
Copywriter: Pedro Lazera (Publicis Brasil)
Copywriter: Mariana Albuquerque (Publicis Brasil)
Copywriter: Samuel Normando (Publicis Brasil)
Tvc Director: Tato Bono (Publicis Brasil)
Tvc Producer: Dani Toda (Publicis Brasil)
Film Director: Caio Rubini (Hungry Man)
Film Director: Fabio Pinheiro (Hungry Man)
Director Of Photography: Felipe Meneghel (Hungry Man)
Managing Partner: Alex Mehedff (Hungry Man)
Executive Producer: Rodrigo Castello (Hungry Man)
Executive Producer: Renata Corrêa (Hungry Man)
Line Producer: Mariana Marinho (Hungry Man)
Post-Production Supervisor: Rodrigo Oliveira (Hungry Man)
Account Director: Danilo Ken (Publicis Brasil)
Account Manager: Daniel Batista (Publicis Brasil)
Account Assistant: Marina Roge (Publicis Brasil)
Vp Planning: Eduardo Lorenzi (Publicis Brasil)
Planner Director: Alexandra Varassin (Publicis Brasil)
Planner: Rafael Fiorito (Publicis Brasil)
Planner: Leonardo Andrade (Publicis Brasil)
Media Director: Gracieli Beraldi (Publicis Brasil)
Media: Giuliana Barletta (Publicis Brasil)
Media: Nicolas Lana (Publicis Brasil)
Social Strategist: Tiago Martinez (Publicis Brasil)
Although women represent 35% of the beer consumption market in Brazil, 82% of them don't feel represented in beer advertising. The category is constantly targetted by complains about sexism, specially when football is also part of the equation. Because in Brazil, football is still seen as a guy's thing only (despite 30% of women are footbal fans). A sport to be watched alongside guys without any girls to "intefere". A real cliché. So Heineken, as a brand known for its progressive spirit, needed to change this perception.
The Cliche represented a turning point in Brazil's beer advertising segment. For the first time, women were truly portraited as true fans of football.
Campaign Description:
We approached 3 real couples in a restaurant. As soon as the men got the menu, they were surprised by special item inside of it: a ticket for a free weekend on a SPA, exactly on UEFA Champions League Final weekend. The ticket came with a message: "do you want to watch the match in a Heineken VIP party without your girlfriend? Gift her with this ticket". So, the guys tricked their girls to go there and they went to the party alone. At the event, a big screen displayed a video of their girls and they made a great reveal: they weren't on a SPA. They were actually at San Siro Stadium to watch the final live. A messaged closed the video: "have you ever considered she likes football as much as you do"?
The whole experience with the guys being tricked by their girls was recorded and uploaded on facebook and youtube. Due to its great viral power and success, the three minute video was also aired in Television, reaching even more people.
The Cliché has become the most shared, watched and commented Heineken video of all time, with over 200k shares on facebook, 22 million views - 42% of them spreaded organically, and over 80k comments, 99% of them positive. Not only from women, but also from men who supported the cause. On twitter, without any media investment, the campaign stayed 4 hours in a roll on the top of trending topics. There were over 145 articles in 20 countries, building up positive conversation around the brand. These positive numbers also changed the brand's performance: the sales grew 8% in comparison to 2015 same quarter. There were also a 7% increase in trials, 20% increase of total users and a 24% increase in penetration in brazilian homes.
Instead of aiming only men on a soccer campaign, we did a deep study on woman profile and how to target them in the campaign. Through a digital analysis, we discover that we had woman really engaged on groups talking about soccer and we evaluated their engagement with the theme. Understanding we had potential with the message, with this target, we decided to first launch the video for them, female soccer fans. One day after the launch on a real time tracking we could already see not only results on woman engagement with the video but a high number of woman that tagged their boyfriends, husbands, male in general on social media and also that they were the responsible to spread the message around web.