Heineken – The Dream Island is a global piece of branded content aimed a young target audiences who are more prone to consume content online. This project involved six different countries (Argentina, Brazil, UK, Indonesia, Italy and Netherlands) with some different regulations and local laws in terms of communication of alcoholic brand, also for the online contents (for example in Brazil you can’t see people drinking).

So The dream island project was developed considering different restrictions even if is a piece of branding advertising with the objective to promote the brand’s values and not the alcohol consumption in any way. Especially for the first phase of the project, the recruiting phase, every country adapted the global contest form to the local laws.

1: In a first call-to-action video spread through Heineken®‘s SM channels we asked our audience to share their unfulfilled dreams to win a dream vacation.

2: Participants from all over the world now uploaded their application videos to local Heineken® sites.

3: Six winners were selected and sent to the island, where we confronted them with their dreams they left to die. A second film summarized them reanimating their dreams and the whole background story.

4: This second film along with extra video contents on the project was shared on Heineken®’s SM channels as well as a dedicated microsite.

• 13927 abandoned dreams hooked.

• 6 winners on the dream island, 3 dreams rebuilt.

• 10 mio views fo the entire campaign (bulls eye on male target audience 24-54), with +58,000 likes and another 9,000 shares.

• Average View Time for YT is 2:24 minutes- pretty long for a video with this length!

• Share to view ratio of over 10%

• 15.276 times has the campaign been mentioned in social and digital media

• 7.7% increase in HK Facebook followers

• 84 hours of live streaming

• 520,70 mio media impressions

Most importantly the final film drove significant increased perceptions of Heineken being an inspirational (73%) and adventurous brand (79%). Live your dreams and open your world