Cannes Lions

Heineken Go Places

SUPERHERO CHEESECAKE, Amsterdam / THE HEINEKEN COMPANY / 2017

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Film

Overview

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Credits

Overview

Description

Go Places stands for the richness of opportunities HEINEKEN offers, in functions, geography and across brands; and of course playing on double meaning of being successful.

First inspiration was an article about how Freddy Heineken recruited top talents. He invited candidates and their wife for dinner to secretly have a good conversation with the wife, learning much more about the candidates. This inspired us to use a personality test as a form of interviewing people the HEINEKEN way. Other inspiration was Dr. Seuss's children's story 'Oh! The Places You'll Go!'. We loved the poetic way to see how life can be talked about and we used it to find a rhythm in what we wanted to say. This inspired us to create an engaging interactive video. A ‘job interview’ that learns something about working for the HEINEKEN company and simultaneously learns you about yourself. Just like Freddy Heineken would do.

Execution

Go Places is an innovative digital HR employer branding concept. Something that is typically solved in a very pragmatic and uninspiring way. It is unusual, entertaining and able to inform of all of the important HEINEKEN brand values.

The combination of an engaging interactive video together with an integrated personality test is unique: we lead potential candidates in 12 unusual questions to a personality profile. The fact that this not only tells you something about yourself, but also about HEINEKEN, makes it highly relevant for audiences and the brand. We wanted to show potential employees that HEINEKEN has a unique personality and company culture.

The interactive video and site should feel seamlessly connected by leveraging smart technological solutions such as combining film, image sequences and cinemagraphs without gaps. The minimalistic design and in some instances playful interface gives the film room to impress its viewer without being in the way.

Outcome

Go Places was made for the long run, it is not over and results keep pouring in. The first results are beyond our expectations. So far 61% of interviews were completed (all questions, 33% above industry benchmark). HEINEKEN received over 300% more job applications via LinkedIn compared to the previous year. Website bounce rate was very low: 3,6% (industry standard 40-60%), 10% share rate, 75% new sessions and 5:30 average session time (the interview takes around 5 - 6 minutes to complete). We had +3,1 million total engagements on social & news: Total number of interactions (i.e. Twitter re-tweets and likes, Facebook or Instagram shares and likes, post comments, article shares, etc.) with online content on campaign. Engagements across 70 markets in 23 languages. Our manifesto and teaser video received +4,7 million total views. 300+ individual media stories.

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