Integrated campaign for Heineken
Heinken “The Cave”
We carried out this integrated campaign for Heineken in which several apartments were converted into epic football caves to enjoy the Champions League.
Position:
Creative Director
Responsibilities:
Creative direction
Creative strategy
Content strategy
Production supervision
Agency:
Digitas
Publicis One
Is it possible to enjoy a soccer game when your team is not playing?
With all Portuguese football teams out of the Champions League, Heineken posed a challenge to us: how could we encourage the community to follow the competition when their teams were no longer participating?
And we accept the challenge.
Building a paradise for football lovers.
Watching a soccer game is an integral experience. Being with your friends, enjoying a beer, having fun during the break… So we design perfect places and experiences to enjoy a game at home, even if your team wasn’t playing.
We call them “caves”. They consisted of converted apartments in Lisbon and Porto filled with gadgets and surprises that every football fan would only dream of, including a room full of Heineken (yes, I said “room”).
To complete the experience, every week a limousine picked up a team of friends who won the weekly contest through our Facebook Messenger and took them to the nearest “Cave”.
PARTICIPANTS
PARTICIPATING
TEAMS
INCREASE
The Cave showed that not everything is football.
4,000 participants registered to access a Cave. But they also got their friends involved. 567 enjoyed football and cold Heineken during Champions League matches, even without their teams playing. As a result, Heineken increased its sales by up to 6% during the campaign.
