Title	HEINEKEN FANS OF THE WORLD
Brand	HEINEKEN INTERNATIONAL
Product/Service	HEINEKEN
Category	A09. USE OR INTEGRATION OF DIGITAL OR SOCIAL MEDIA
Entrant Company	DDB & TRIBAL WORLDWIDE Amsterdam, THE NETHERLANDS
Contributing Company	DDB & TRIBAL WORLDWIDE Amsterdam, THE NETHERLANDS
Media Agency	STARCOM MEDIAVEST GROUP Amsterdam, THE NETHERLANDS
Production Company	KIEM MEDIA Almere, THE NETHERLANDS

Name	Company	Position
Alistair Beattie	Ddb Europe	Head Of Strategic Planning And Innovation/Ddb Europe
Henry Scott	DDB/Tribal Worldwide/Amsterdam	Concept/Copywriter
Stephen Joss	DDB/Tribal Worldwide/Amsterdam	Concept/Art Director
Christopher Pugmire	DDB/Tribal Worldwide/Amsterdam	Creative Concept
Sandra Soskic	DDB/Tribal Worldwide/Amsterdam	Co/Ceo/Global Business Director
Mayke Van De Rijt	DDB/Tribal Worldwide/Amsterdam	Account Director
Anneli Rispens	DDB/Tribal Worldwide/Amsterdam	Manager Content/Community
Ellen Utrecht		Producer
John Weich	DDB/Tribal Worldwide/Amsterdam	Editor/Chief Newsroom
Paul Smailes	Heineken International	Global Head Of Digital
Dario Gargiulo	Heineken International	Global Social Media Manager
	KIEM Media	Production Company
	Universal
	Pitch/Sync	Music

The Campaign

This is a global campaign. The regular rules around alcohol and advertising apply.

Results

THE CHALLENGE: Social media has earned an important place in consumers’ lives. However, social media is a challenging place for brands. What to talk about? How often? What channels? How do all local and global initiatives relate? And, how does all this lead to a positive impact on the brand and business? If you’re Heineken - the leading imported beer brand in over 100 countries - the challenge is even bigger. There are so many stories to tell. How to tell these in a relevant and engaging way, and how to do this with one voice, while still maximizing all facets of the brand and its areas of interest? THE OBJECTIVES: Bring the Heineken Open Your World proposition to life by finding a way for global and local to inspire men of the world to open their world, to progress in life and become ‘fans of the world’. THE STRATEGY: We created a content led strategic and creative platform which allows us to inspire men of the world in the areas of pop culture, world culture and emerging culture. This ‘open your world’ content leads to fresh and witty connections, which show up in the audience’s social channels. Success comes from the quality and quantity of our conversations. THE EXECUTION: We created 8 creative formats to highlight the different aspects of the brand’s unique zest for discovery. From exploring cities, to seeing your own in a new light. From the people who make the world a more interesting place, to the things that bring us all together. A team of journalists, editors, researchers, photographers, and directors created pilots for every format, resulting in over 800 content pieces that were ready to go. Or, ready for the markets to take on and apply to their local stories.

The content was released on 5 key social platforms - Heineken's owned accounts.

Within just 3 months, over 30 countries had joined the platform - helping Heineken reach over 65 million aspiring men of the world, welcome 1.1 million new fans and generate over a million, and counting, new interactions.