Our idea was to create a device that would keep other beers out of gatherings with friends and would also serve as a pretext for us to talk about Heineken’s superior quality: we introduced the Heineken Door Lock, a special lock that only opens your front door when a Heineken bar code is scanned.

We broadcast the video encouraging users to visit a webpage that was created specifically for the action. There they could create fictitious events to invite their friends to watch the UEFA Champions League final game. We linked Facebook to the landing page so that participants could invite their friends to attend the events. Each acceptance from their friends would generate a lucky number for the host of the event, who would then enter into a drawing for the Door Lock and its installation.

May 20 – 27 | Broadcast the video disclosing the promotion

May 27 | Drawing

May 27 – Jul 27 | Winners Announced on the website

May 29 – Jun 05 | Door Lock installations

Jun 06 The UEFA Champions League final.

Approximately R$ 400,000 (considering 62% for production and 38% media)

The highest sales for Heineken in 2015 were on the weekend of the Championship final.

- 11 million people impacted, 35 million impressions and 5 million views.

- During the registration period we had over 83,000 visits to the website, 8,000 participants in the action and over 3,000 events created.

- The action was mentioned in over 60 blogs and websites.

- An estimated earned media of R$ 525,000 - 500% of the initial investment.

- During the campaign period, Heineken's Share of Voice increased by 3%.

- The Canes International Festival of Creativity selected Heineken as the Ad of the Year in 2015.

- One amazing result was the stir it caused in the competition. In an attempt to muffle the noise Heineken was making, giant AMBEV (owner of the Budweiser brand) launched a response video to the Door Lock.