Heineken Print HEINEKEN KEEP IT LEGENDARY by The Vidal Partnership

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Industry Beers and Ciders
Media Print, Magazine & Newspaper
Market United States
Agency The Vidal Partnership
Associate Creative Director Willy Fernández-Lomana
Executive Creative Director Javier Fuentes
Creative Director Alvaro Ramos
Art Director Randy Díaz, Carmelo Rodríguez
Copywriter Borja Eizmendi, Willy Fernández-Lomana
Released March 2012

Credits & Description

Category: Best Sponsorship or Partnership Campaigns
Advertiser: HEINEKEN
Product/Service: HEINEKEN
Chief Creative Officer: Gustavo Lauría (The Vidal Partnership)
Executive Creative Director: Javier Fuentes (The Vidal Partnership)
Creative Director: Álvaro Ramos (The Vidal Partnership)
Associate Creative Director: Carmelo Rodríguez (The Vidal Partnership)
Associate Creative Director: Willy Fernández-Lomana (The Vidal Partnership)
Art Director: Carmelo Rodríguez (The Vidal Partnership)
Art Director: Randy Díaz (The Vidal Partnership)
Copywriter: Borja Eizmendi (The Vidal Partnership)
Copywriter: Willy Fernández-Lomana (The Vidal Partnership)
Account Director: Farah Burke (The Vidal Partnership)
Interactive Producer: Alberto Ferrer (The Vidal Partnership)
Digital Strategy: Brian Anderson (The Vidal Partnership)
Managing Partner: Marco Vega (The Vidal Partnership)
Planning Director: Jaime Dávila (The Vidal Partnership)
Account Manager: Juan Paredes
Account Executive: Alejandra Santamaría
Media placement: Digital Browser Add-On - Facebook - 03/26/2012
Media placement: Digital Venue Locator - Facebook - 03/26/2012

Describe the objective of the promotion.
Heineken, as an official sponsor of the UEFA Champions League, wanted to engage with all US soccer fans, improving their Champions League experience. They also wanted to increase Heineken sales on game days. But there was a problem: the time difference. In the US, fans are at work while the games are happening in Europe, which meant no games, no friends, and no Heineken. We needed to move fans over to beer consumption time.

Describe how the promotion developed from concept to implementation.
Keep it Legendary, a set of tools that helped our consumers shift time. It included the Fever Keeper, a browser add-on that when activated, blocked all online information related to the Champions League so fans didn´t spoil the suspense by finding out what happened at the games until they were ready to enjoy them later. And the Venue Locator, a tool that helped fans find the bars and events where they could watch the games once they were done with work. We wanted to create a new consumption time that didn´t exist before: on game days, after work.

Explain why the method of promotion was most relevant to the product or service.
A significant amount of beer volume would have been left unsold. We created this digital tools because the Internet is where the US soccer fans normally find out about the Champions League while they are at work. Motivating the fans to enjoy the games after work means that they finally enjoyed the Champions League in a social environment consuming Heineken.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Over 133m non-paid worldwide impressions, over 65,000 websites blocked, over 5,000 events organised by fans. And every time someone decided to keep it legendary, it immediately meant more Heineken was being sold.