Heineken ‘The Passport’. An epic journey across Asia using nothing but bottles of Heineken as a means of trading for transportation, lodging, food and other miscellaneous expenses. He travelled from the desolate regions of Inner Mongolia, China to the cosmopolitan backdrops of Bangkok, Thailand. Our protagonist restocked on Heineken at various checkpoints to fuel his journey from start to finish. His entire adventure was captured on film and put up online as engaging content for audiences to follow and share. The medium became the message, proving that Heineken is known and valued beyond national borders.

We created – Heineken ‘The Passport’. An epic journey of Heineken’s Man of the World from Inner Mongolia, China to Bangkok, Thailand using nothing but bottles of Heineken as a means of trading for transportation, lodging, food and other miscellaneous expenses. Utilising our network of international distributors, our protagonist restocked on Heineken at various checkpoints to fuel his journey. His entire adventure was captured on film and targeted social seeding and online content drivers led audiences to a campaign portal – a Facebook App that housed the Branded Content episodes. But they weren’t your regular episodes – they were social engagement tools that allowed audiences to follow the journey and enter virtual challenges and share content as a means of collecting stamps and racking up points on their own virtual passports. This further led to the handing out of ‘journey’ giveaways, including the top prize of your very own Heineken adventure.

The Results:

• 3.28 million online video views

• 43% ROI on earned media versus paid media

• $714,000 PR value secured, including The Wall Street Journal Asia Online, BBC World Service Radio and Channel NewsAsia AM Live

• Heineken Singapore Facebook Fan Base increased by 300%

• Brand preference scores increased by 23.7%

• Top of mind awareness increased by 30.5%

• Brand imagery statement, ‘worth paying more for’ increased by 6.39%

• Brand imagery statement, ‘Leading International Brand’ increased by 3.3%

Source: TNS Malt Liquor Brand Tracking (MLBT) as of Nov’12

ACNielson Retail Panel Nov 2012 figures