Title	HOLLAND HEINEKEN HOUSE SOCHI
Brand	HEINEKEN
Product/Service	HEINEKEN
Category	A07. USE OF SOCIAL IN A MEDIA CAMPAIGN
Advertising Agency	BOOMERANG CREATE Amsterdam, THE NETHERLANDS
Media Agency	STARCOM MEDIAVEST GROUP Amsterdam, THE NETHERLANDS
Entrant Company	STARCOM MEDIAVEST GROUP Amsterdam, THE NETHERLANDS

Name	Company	Position
Joris Lak	Starcom Mediavest Group	Head Of Digital
Jordi Van De Bovenkamp	Boomerang Create	Creative Director
Philip Van Ierschot	Boomerang Create	Creative
Jeroen Nieuwhuis	Boomerang Create	Creative
Peter Bout	Starcom Mediavest Group	Creative Consultant
Friso Annema	Starcom Mediavest Group	Social Media Specialist
Kirsten Wain/Lefebvre	Starcom Mediavest Group	Digital Consultant
Edwin Beijer	Starcom Mediavest Group	Strategy

Results and Effectiveness

Using a tiny media budget the Holland Heineken House Sochi campaign was able to reach a phenomenal 8,1 million online Dutch supporters; reaching 68% of the Dutch internet population. Facebook engagements were above 360.000+. Our content was so spot-on that it resulted in massive worldwide earned media exposure. The 96 pieces of visual content (14 days), were used as editorial content in 335 earned publications worldwide, with media value of €556.000,- (EARNED/PAID RATIO = 6,95!). Our content not only brought the orange Holland Heineken House Olympic festivities and celebration to the Dutch folks back home, it brought IT to the world!

Creative Execution

With a creative team on location, we created pieces of content that served as breaking news alerts and behind-the-scenes-moments in the Holland Heineken House, which true fans dreamed of experiencing. Our content strategy consisting of a smart mix of fixed content formats & spontaneous/real-time responding, with a strong focus on video, resulted in creative and engaging content. Using a pinpoint media strategy, we identified the target audiences who had shown strong Dutch pride interests through their social activities & reaching them at the right moment in their everyday life. We shared our content with them, so they could share it with their friends. Our selected media partners fitted this real-time approach and were able to spread content quickly & in relevant umfield, making optimal use of the moment & media exposure.

Insights, Strategy and the Idea

During the Winter Olympics in Sochi, Heineken wanted to bring their successful Holland Heineken House (HHH) event 'alive' for those Olympic and beer enthusiasts stuck back at home. Heineken knows that the Dutch are never more proud of their country then at the Olympics, and at the Holland Heineken House the Dutch sports-heroes achievements are celebrated & honoured; as they happen. But these festivities were physically out of reach for many Dutch supporters. We wanted to reduce the physical and mental distance between the Holland Heineken House and Dutch supporters in the Netherlands, so that everyone could experience the festivities going on, and enjoy all relevant moments to the fullest. Before, during and after the actual events. No matter if they were in Sochi or back home. And that’s what we did! Our idea: we brought this feeling to Holland, using a breaking news & real-time social media content approach.