| Title | #TWELFTAL |
| Brand | HEINEKEN NETHERLANDS |
| Product/Service | HEINEKEN |
| Category |
F02. RESPONSE/REAL-TIME ACTIVITY |
|
Entrant Company
|
BOOMERANG CREATE Amsterdam, THE NETHERLANDS
|
|
Advertising Agency
|
BOOMERANG CREATE Amsterdam, THE NETHERLANDS
|
|
Media Agency
|
STARCOM MEDIAVEST GROUP Amsterdam, THE NETHERLANDS
|
Credits
| Alexander Veltman |
Boomerang Create |
Client Director |
| Jordi Van De Bovenkamp |
Boomerang Create |
Creative Director |
| Bram Westenbrink |
Heineken Netherlands |
Marketing Director |
| Rob Van Griensven |
Heineken Netherlands |
Head Of Media/Sponsoring/Crm |
| Paul Tholen |
Heineken Netherlands |
Brand Manager Heineken |
| Joris Lak |
Starcom |
Head Of Digital |
Creative Execution
On June 4th, the Netherlands-Wales match, Heineken tweeted that they had assembled a team of eleven credible Dutch Twitter influencer, called #TWELFTAL. The #TWELFTAL members started tweeting funny and agile content around remarkable World Cup moments using their own Twitter accounts. The team was assembled for every Dutch game during The World Cup. Heineken positioned itself as the coach and facilitator of Twelftal on owned/earned channels but also took part in creating real time content itself. This content was just slightly branded and posted before, during and after matches and was promoted through paid media as well.
The #TWELFTAL content was so specific and funny that the campaign resulted in:
- Over 100.000 tweets and 81 million impressions.
- Thousands of likes on online blogs.
- National news television broadcast with 9.1 million viewers (record).
- Interaction-rate of 10,0% (Dutch benchmark is 2,0%).
It proved that it’s possible to take a Twitter activation far beyond just Twitter alone, and significantly impact brand equity. Ashley Vinson, Twitter stated: “The Heineken #TWELFTAL campaign was a perfect creative concept for Twitter - great content & great timing. This is the type of work all brands should seek to do”.
The Heineken brand has a unique position in The Netherlands when it comes to National Pride. During the World Cup, this feeling of pride reaches an all time high, called Orange Fever. In this high volume period for beer, it’s challenging to capture the attention of consumers. But there was one place we could capture their attention: TWITTER! So we set Twitter at the heart of our agile & real-time content approach, to spread the Orange Fever. We created our own World Cup team: #TWELFTAL, coached by Heineken. The name ‘Twelftal’ was formed through a witty wordplay between the word ‘Twitter’ and the word ‘elftal’, Dutch for ‘team’. #TWELFTAL was a handpicked squad of eleven credible Dutch Twitter-influencers that created amazingly funny & agile content pre-, during and post-match, using the hashtag TWELFTAL.