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SUB CATEGORY :

COMMUNITY ENGAGEMENT: SPORTS
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 :

Heineken's "Enjoy the Smoothness" campaign transforms UEFA Champions League players' celebrations into real-time discounts, encouraging fans to try Heineken Silver. We developed a proprietary visual data learning tool that identifies the start and end of a slide celebration, converting the distance travelled into corresponding discounts—the longer the slide, the bigger the discount. Launched in Vietnam in partnership with Grab, Asia's leading super app, these offers were seamlessly integrated into their e-commerce platform. Consumers could directly redeem discounts from our ads to the app, enhancing engagement and increasing sales for home consumption.

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.

Vietnam is a pivotal market for Heineken in Asia, where it holds a 44% market share and caters to a preference for less bitter beers. In tune with these preferences, Heineken launched Heineken Silver, a beer crafted to align with local tastes. To promote this new offering, we capitalised on Vietnam's burgeoning enthusiasm for football, engaging fans in a way that resonated deeply with their sporting passions. This strategic alignment helped foster meaningful connections and encouraged widespread trial of Heineken Silver.
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 :

We launched with a post on Heineken Vietnam’s Facebook and Instagram, which garnered interest, and even consumers were tagging their favourite players to do a slide celebration.
As the next Champions League match came and whenever there was
a slide celebration, we fed the footage to our proprietary tool to automatically calculate the distance of the slide. 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. Once the calculation was done, we converted each distance into equivalent offers.
For example, 2.5 meters would equal a 25% discount. We then chose the best slide of the night to be turned into sponsored ads for consumers to click through to the Grab app and order their beers on its e-commerce platform.
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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