Heineken had a common 2000 seat grand stand for the 2017 Brazilian GP to welcome promo winners, media influencers, fans, key account clients and VIP guests at the Interlagos race track.

Our idea was to create and develop a unique environment where Heineken could host all these extremely important guests during the three days of the event. Bearing in mind the importance of the brand values, responsible consumption platform, the Brazilian F1 passion and aiming to make it more desirable than the inaccessible-to-common-mortals traditional paddock in a way that has never been done before.

Timeline

2017

August

Creative concept approved by Heineken Brazil Marketing Team

October

Start of Grand Stand and Heineken Paddock construction

November

Heineken Paddock Event

10th Qualifying I - 1300 people attended

11th Qualifying II - 1700 people attended

12th Race - 2000 people attended

Implementation

5000 square meters of total area

350 professionals directly involved

36 hours of activities

5000 people attended the event

16 hours of good music

40000 extremely cooled draft beers served

15000 glasses of water

Activations:

360° Camera - 900 videos produced with guests to be shared on social media

Car Display Photo Opportunity (Jaguar driven by Sir Jackie Stewart on the campaign film)- 1000 photos taken

Kuka Robot served over 1500 glasses of water

750 cellphones charged

15 dutch bartenders travelled from Amsterdam

2 bands

3 Djs

Heineken's action at the Formula 1 GP Brazil reflected not only on the race track but also in the press, generating a lot of spontaneous media for the brand. The action featured more than 40 articles on major media and specialized portals such as Meio & Mensagem, Propmark, AD News, Lancenet (the largest sports portal in Brazil), Forbes, Infomoney and Veja SP, reporting the naming rights of the Brazilian Grand Prix, the campaign with Jackie Stewart, promotion and brand activation in the GP Brazil. Together, the articles had a potential reach of 10.4 million people and R$ 3.8 MM in earned media to the brand, according to Meltwater Impact report.