Heineken invites football fans in Vietnam to Enjoy the Smoothness and real-time discounts
Heineken® Vietnam has found a way to connect football’s most epic celebratory knee slides with the smooth taste of Heineken® Silver in a campaign called ‘Enjoy the Smoothness’, created by LePub Singapore and Leo Burnett Vietnam.
‘Enjoy the Smoothness’ works like this: during live football matches, for every goal celebrated with a player sliding smoothly, Heineken® rewarded fans with real-time discounts of Heineken® Silver, delivered instantly by Grab.
To make this possible, LePub Singapore and Leo Burnett Vietnam created a custom machine learning model combining two data sets, then used visual data analysis to detect when the slides started and ended. They also used live player data from the matches to calculate the distance of each player’s slide. The longer the slide, the bigger the discount.
Footage of the best knee slides were then placed on Facebook and Instagram with a link leading to GrabMart for an instant smooth delivery of Heineken® Silver.
“’Enjoy the Smoothness’ kicked off with a powerful and unstoppable shot from Bernardo Silva, followed with a beautiful 1.7-meter knee slide celebration, equating to a 17% discount on Heineken® Silver,” explains Anna Bizon, Marketing Director at Heineken® Vietnam. “The response to this campaign has been phenomenal, with a growing number of fans celebrating goals with Heineken® Silver this football season.”
In Vietnam and many parts of Asia, beers that are smoother on the palate are becoming more and more popular. Heineken® Silver addresses this need with its unexpectedly smooth taste. Brewed using an ice-cold lagering process at -1° C, Heineken® Silver’s subtle finish makes it extra-refreshing and effortless to drink.
“In a country that’s crazy about football, we had the idea of making Heineken® Silver’s smooth taste synonymous with the smoothest knee slide celebrations, and let fans enjoy the match with a Heineken® Silver in hand – it’s an unexpected way of showcasing Heineken® Silver’s unexpected smoothness,” explains Cyril Louis, Global Executive Creative Director at LePub Singapore.
‘Enjoy the Smoothness’ launched in Vietnam during the UEFA Champions League quarter finals, with more slides (and discounts) to follow in the lead up to the finals in June. Since launching, more than 10,000 organic comments have flooded in as fans tagged their favourite players and asked them to do a slide celebration. ‘Enjoy the Smoothness’ led to an immediate spike in sales of Heineken® Silver in the two weeks following its launch.
Credits
HEINEKEN® GLOBAL
Head of Global Heineken® and Amstel Brands: Nabil Nasser
Heineken® Global Strategy and Communication Director: Daniela Iebba
Heineken® APAC Brand and Business Development Director: Agnieszka Gorecki
Heineken® APAC Communication Manager: Nalini Bhagwandin
Heineken® Senior Global Sponsorship Manager: Thomas Mulders
HEINEKEN® Vietnam
Marketing Director: Anna Bizon
Head of Marketing, Premium Brands: Hoa Le
Senior Brand Manager: Vu Pham
E-Retail Logistics & Operations Lead: Hoang Ninh
LePub APAC
Regional Executive Creative Director: Cyril Louis
Creative Director: Yuste De Lucas
Creative Director: Rudy Zulkifly
Creative Director: Sergey Mast
Design Director: Oscar Gutierrez
Account Director: Vanessa Liu
General Manager: Hanh Kanssen
Senior Project Manager: Farhan Wahab
Account Manager: Chua Xin Ying
LePub
Global CEO LePub, CCO Publicis Worldwide: Bruno Bertelli
Global Chief Creative Officer: Cristiana Boccassini
Chief Creative Officer: Mihnea Gheorghiu
Business Director: Francesca Baldrighi
Leo Burnett Vietnam
Chief Creative Officer: Paolo Garcia
Creative Director: Bao Nguyen
Associate Creative Director: Raven Ngo
Senior Art Director: Trang Nguyen
Senior Copywriter: Tram Le
Copywriter: Chau Huynh
Multimedia Editor: Si Dang
Chief Executive Officer: Kate Bayona-Garcia
Groupe Business Director: Minh Nguyen
Account Director: Phung Vo
Head of Social: Raine Le
Senior Account Manager: Tracy Tran
Senior Account Executive: Van Anh Nguyen