EXECUTION

We created a European-style “Urban Aprés Ski” in the heart of the financial district of Canada’s major city. It appeared overnight, for one night

It included a hot springs centered around a Heineken Extra Cold Draught tower as the catalyst for the party to start, if anyone was brave enough to jump in.

We created a video of the evening unfolding, and then amplified it through social. A digital video buy was implemented with key vendor video overlay. Vice Media disseminated the brand message and asked consumers to ‘Embrace the Cold’. We also utilized teaser 15s of our creative throughout pre-roll.

RESULTS

In the first thirty (30) days of the video being posted we achieved significant social activity for views. This consisted of our 120 second spot garnering just over 860,000 views on our social channels (Youtube and Facebook). This delivered 51% over our expected view count based on our media plan.