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  • SUB CATEGORY :
    REAL-TIME RESPONSE
  • ENTRANT COMPANY :
    LEO VIETNAM, HO CHI MINH CITY
  • TITLE :
    ENJOY THE SMOOTHNESS
  • BRAND :
    HEINEKEN®
  • ADVERTISER :
    HEINEKEN®
  • AGENCY :
    LEO VIETNAM, HO CHI MINH CITY/ LEPUB APAC, MILAN/
    LEPUB APAC, SINGAPORE
  • CHAIRMAN :
    BRUNO BERTELLI
  • CHIEF EXECUTIVE OFFICER :
    KATE BAYONA-GARCIA
  • MANAGING DIRECTOR :
    HANH KANSSEN
  • CHIEF CREATIVE OFFICER :
    PAOLO GARCIA/BRUNO BERTELLI/
    CRISTIANA BOCCASSINI/MIHNEA GHEORGHIU
  • EXECUTIVE CREATIVE DIRECTOR :
    CYRIL LOUIS
  • CREATIVE DIRECTOR :
    YUSTE DE LUCAS/RUDY ZULKIFLY/SERGEY MAST/
    BAO NGUYEN NGUYEN
  • ART DIRECTOR :
    OSCAR GUTIERREZ/TRANG NGUYEN/RAVEN NGO
  • COPYWRITER :
    TRAM LE/CHAU HUYNH
  • INTERACTIVE DESIGNER :
    SI DANG
  • BUSINESS STRATEGY DIRECTOR :
    FRANCESCA BALDRIGHI/MINH NGUYEN
  • ACCOUNT DIRECTOR :
    VANESSA LIU/PHUNG VO/RAINE LE
  • ACCOUNT MANAGER :
    FARHAN WAHAB/TRACY TRAN
  • ACCOUNT EXECUTIVE :
    CHUA XIN YING/VAN ANH NGUYEN
  • POST-PRODUCTION COMPANY :
    KRAFTW5RKZ PTE LTD., SINGAPORE
  • EDITOR :
    TIMOTHY TAN
  • POST EXECUTIVE PRODUCER :
    QIAOJUAN XU
  • POST PRODUCER :
    DENISE TAN
  • SOUND PRODUCTION COMPANY :
    MASSIVE MUSIC, SINGAPORE
  • SOUND DESIGNER :
    FELICIA CHAN
  • SOUND EXECUTIVE PRODUCER :
    KAREN LEE
  • CAMPAIGN SUMMARY :
    We launched "Enjoy the Smoothness," a unique campaign that transforms every slide celebration in the UEFA Champions League into real-time discounts for our consumers. The longer the slide, the bigger the discount. We created a custom machine-learning model combining 2 data sets to achieve this. By capturing visual data analysis to detect when the slides start and end whilst also collecting live player data from the matches to calculate the distance. These offers were promptly shared on Instagram and Facebook, allowing consumers to easily click through from our ads to the Grab app and order their Heineken beer instantly and smoothly.

    Vietnamese love their beer and consume over 3.8 million kiloliters of beer annually, accounting for 2.20% of the global market share. For a country in Southeast Asia, it’s by far the leader in the region.

    So, to capture their attention for Heineken Silver, we focused on another passionate love of theirs – football. Why football? Vietnam has been on a meteoric rise in the FIFA rankings, especially after winning the AFF Suzuki Cup (ASEAN’s main tournament behind the Asia Cup) in 2018 and consistently finishing high in other regional tournaments. It’s the number one sport in the country, and their following of European football is amongst the largest in the world, with a population of almost 100 million.
  • CREATIVITY/IDEA/INSIGHT :
    We launched "Enjoy the Smoothness," a unique campaign that transforms every slide celebration in the UEFA Champions League into real-time discounts for our consumers. The longer the slide, the bigger the discount. We created a custom machine-learning model combining 2 data sets to achieve this. By capturing visual data analysis to detect when the slides start and end whilst also collecting live player data from the matches to calculate the distance. These offers were promptly shared on Instagram and Facebook, allowing consumers to easily click through from our ads to the Grab app and order their Heineken beer instantly and smoothly.
  • STRATEGY :
    Vietnam's love for beer is well-known, but recent insights from the 2023 Brew Asia conference in Saigon reveal a preference for beers that are easy to drink. Consequently, Heineken have tailored their offerings for the Vietnamese market to enhance sales, notably with the introduction of Heineken Silver. However, to encourage widespread sampling, we capitalised on another passion that resonates with the majority in Vietnam—football. The sport's popularity soared following Vietnam's victory at the 2018 AFF Suzuki Cup, boosting viewership across football tournaments. Notably, the 2024 Asian Cup saw an 84% increase in viewership in Vietnam compared to the previous four years, highlighting the sport's growing appeal and many European teams have organised Asia tours in Vietnam during their summer break.
  • EXECUTION & CRAFT :
    We used data and stats available during the UEFA Champions League matches on distance covered from players. Then, we created a custom machine-learning model combining 2 data sets to achieve this. By capturing visual data analysis to detect when the slides start and end whilst also collecting live player data from the matches to calculate the distance.

    The calculated distance will equal to the discount for Heineken Silver. Example 1.6 meters will be 16% discount. This was then turned into Facebook and Instagram ads with real-time footage of the slide celebration from the match.

    Each ad is linked to Grab and consumers can redeem via the e-commerce delivery service.
  • RESULT :
    The ‘Enjoy the Smoothness’ campaign had a clickthrough rate that’s 190% more than the norm. The offer garnered a 3.4x sales increase in the first match. This generated almost 30,000 litres in just one week through the offer. This led to Heineken Silver being in Grab's top 3 product listings. The entire country was buzzing, and within the first day of launch, we had already gained 500,000 impressions and over 10,000 organic comments on our social posts.
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