Cannes Lions

BEER

FISCHER FALA, Sao Paulo / HEINEKEN / 2011

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Overview

Entries

Credits

Overview

Execution

Motivated by this challenge, we created the reality show "MOTOR HOME HEINEKEN" bold project that would take six people, accompanied by one of the most popular personality of the young universe, to live the experience of a huge festival. Enjoying the greatest attractions of rock and electronic music, living in a motorhome, and with full access to the entire festival, during three days of event.Through a cultural contest in Multishow channel, mainly young pay TV, we produced exclusive programetes, inviting the audience to visit the website and participate in the contest.On social networks, the disclosure generated spontaneous attributions, as well as involvement in the station website, which gave us customized space with editorial content produced to increase participants’ expectation.The content produced during these three days generated a 30 minute program, aired at prime time and replayed on the station's alternative timetable with more adherence to HNK target.

Outcome

114,580 people subscribed in the campaign during the 15 days of promotion.On social networks, the project has attracted 14,068 HNK followers on Twitter and generated 17,080 page views from HNK fan page on Facebook.The 30 minute prime time program and six rerun episodes reached 11,624,000 viewers, 3.6 times Madrid population.Action done for young people, designed in a young way that contributed directly to the increase of awareness between brand and consumers.Just as a curiosity, more than 700,000 cans were consumed during the festival, which received 164,500 people.

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