Heineken Viral, Case study THE CANDIDATE [video] by Publicis Italy

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THE CANDIDATE [video]

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Industry Beers and Ciders
Media Viral, Case study
Market Italy
Agency Publicis Italy
Creative Director Bruno Bertelli, Pietro Maestri, Flavio Mainoli, Cristiana Boccassini, Paolo Cesano, Dario Gargiulo, Micha Shipper
Art Director Marco Viganò, Jorge Delgrado
Editor Fabrizio Squeo Agency Producer
Released May 2013

Awards

Cannes Lions 2013
PR Lions Sectors & Services; Internal Communications Gold
Promo and Activation Lions Product & Service; Corporate Image & Information Silver
Titanium and Integrated Lions Titanium and Integrated Bronze

Credits & Description

Type of entry: Product & Service
Category: Corporate Image & Information
Advertiser: HEINEKEN INTERNATIONAL
Product/Service: HEINEKEN
Agency: PUBLICIS ITALY Milan, ITALY
Creative Director: Bruno Bertelli (Publicis Italy)
Creative Director: Cristiana Boccassini (Publicis Italy)
Art Director: Marco Viganò (Publicis Italy)
Copy Writer: Michele Picci (Publicis Italy)
Digital Associate Creative Director And Art Director: Domenico Manno (Publicis Modem)
Copy Writer: Daniele Papa (Publicis Modem)
Graphic Design: Santi Urso (Publicis Modem)
Account Director: Giada Salerno (Publicis Italy)
Editor: Fabrizio Squeo ()
Community Manager: Wybe Sallows (Triball DDB Amsterdam)
Creative Director: Micha Shipper (Coz Marketing Amsterdam)
Art Director: Jorge Delgrado (Coz Marketing Amsterdam)
Account Director: Michael Littaur (Coz Marketing Amsterdam)
Manager Heineken Digital: Dario Gargiulo (Heineken International)
Executive Producer: Rogier Sol (State 31)
Production Manager: Sara Nix (State 31)
Creative Director: Dario Gargiulo ()
Describe the brief from the client
As an effort to increase its corporate profile and to make Heineken a company people would want to work for, the briefing was to develop a new way to attract high potentials to Heineken in line with the “Open your World” brand strategy. Heineken believes that the world is full of possibilities that can only be accessed when getting out of your comfort zone. The objective was therefore to demonstrate that even the most conventional and predictable situation within Heineken could get turned into an opportunity to "Open your World". Target: Heineken employees, existing customers and potential employees.
Promotion Development
Out of 1.734 CV’s submitted to a job posting; a selection was invited to an interview that was filmed secretly. Unconventional interview methods were tests to get the potential candidate out of his comfort zone to identify who fits best. The candidates that best coped with their challenges were voted for by Heineken employees for internal engagement. And the film itself was amplified for viral sharing. All the people that wanted to become the next candidate were prompted to submit THE SOCIAL CV, by allowing a Facebook app to connect with their social profiles to generate the social CV.
Results
91% of Heineken employees watched the video and found it stimulating for their job
+279% traffic increase on Heineken’s HR sites
+317% CV’s have been sent to Heineken after campaign launch
41.000 potential Heineken consumers have witnessed live in the Juventus Stadium, how the winning candidate has officially been awarded the job
422mio earned media impressions
The Candidate was the 2nd most buzzed ad
1.13mio google search results
3.473.000 views on YouTube
Share to view ratio of over 10%
20.121 likes on YouTube
15.276 times has the campaign been mentioned in social and digital media, of which 87% were favorable
Relevancy to Product/Service
The campaign has used an activation for a new recruitment technique to promote the brand to consumers and to engage with its own employees. This way, The Candidate has become the first symbiosis of a corporate image campaign and brand advertising promo.
This approach is very much in line with Heineken’s brand DNA of being open, world class and inventive. Heineken is all about the quality of the experience, intelligent wit and stimulating conversations. Brand aspects that have all been met by The Candidate.