Football and beer go hand in hand, but there’s intense competition to be THE beer for football. LePub Singapore and Leo Burnett Vietnam are giving Heineken Silver a fun advantage in Vietnam.
Every celebratory football knee slide can be converted into Heineken Silver. The idea underlines the smoothness of the beer.
“In a country that’s crazy about football, we had the idea of making Heineken Silver’s smooth taste synonymous with the smoothest knee slide celebrations, and let fans enjoy the match with a Heineken Silver in hand. It’s an unexpected way of showcasing Heineken Silver’s unexpected smoothness,” explained Cyril Louis, global executive creative director at LePub Singapore.
Enjoy the Smoothness works like this: During live football matches, for every goal celebrated with a player sliding smoothly, Heineken rewarded fans with real-time discounts of Heineken Silver, delivered instantly by Grab.
To make this possible, LePub Singapore and Leo Burnett Vietnam created a custom machine learning model combining two data sets, then used visual data analysis to detect when the slides started and ended. They also used live player data from the matches to calculate the distance of each player’s slide. The longer the slide, the bigger the discount.
Footage of the best knee slides were then placed on Facebook and Instagram with a link leading to GrabMart for an instant smooth delivery of Heineken Silver.
“Enjoy the Smoothness kicked off with a powerful and unstoppable shot from Bernardo Silva, followed with a beautiful 1.7-meter knee slide celebration, equating to a 17% discount on Heineken Silver,” explained Anna Bizon, marketing director at Heineken Vietnam. “The response to this campaign has been phenomenal, with a growing number of fans celebrating goals with Heineken Silver this football season.”
The campaign launched in Vietnam during the UEFA Champions League quarter finals, with more slides (and discounts) to follow in the lead up to the finals in June. Since launching, more than 10,000 organic comments have flooded in as fans tagged their favourite players and asked them to do a slide celebration. Enjoy the Smoothness led to an immediate spike in sales of Heineken® Silver in the two weeks following its launch.
Credits
Client: Heineken Global
Head of Global Heineken and Amstel Brands: Nabil Nasser
Global Strategy and Communication Director: Daniela Iebba
APAC Brand and Business Development Director: Agnieszka Gorecki
Senior Global Sponsorship Manager: Thomas Mulders
Client: Heineken Vietnam
Marketing Director: Anna Bizon
Head of Marketing, Premium Brands: Hoa Le
Senior Brand Manager: Vu Pham
E-Retail Logistics & Operations Lead: Hoang Ninh
Creative Agency: LePub APAC
Regional Executive Creative Director: Cyril Louis
Creative Directors: Yuste De Lucas, Rudy Zulkifly & Sergey Mast
Design Director: Oscar Gutierrez
Account Director: Vanessa Liu
General Manager: Hanh Kanssen
Senior Project Manager: Farhan Wahab
Account Manager: Chua Xin Ying
Agency: LePub
Global CEO LePub, CCO Publicis Worldwide: Bruno Bertelli
Global Chief Creative Officer: Cristiana Boccassini
Chief Creative Officer: Mihnea Gheorghiu
Business Director: Francesca Baldrighi
Creative Agency: Leo Burnett Vietnam
Chief Creative Officer: Paolo Garcia
Creative Director: Bao Nguyen
Associate Creative Director: Raven Ngo
Senior Art Director: Trang Nguyen
Senior Copywriter: Tram Le
Copywriter: Chau Huynh
Multimedia Editor: Si Dang
Chief Executive Officer: Kate Bayona-Garcia
Groupe Business Director: Minh Nguyen
Account Director: Phung Vo
Head of Social: Raine Le
Senior Account Manager: Tracy Tran
Senior Account Executive: Van Anh Nguyen
