Title | HEINEKEN CONNECT |
Brand | HEINEKEN |
Product/Service | HEINEKEN |
Category |
A01. USE OF MOBILE TECHNOLOGY |
Entrant Company
|
FCB SPAIN Madrid, SPAIN
|
Advertising Agency
|
FCB SPAIN Madrid, SPAIN
|
Credits
Pedro Soler |
FCB Spain |
Executive Creative Director |
Manuel López |
FCB Spain |
Head Of Strategy |
Mauro Rodriguez |
FCB Spain |
Creative Director |
Daniel Calabiug |
FCB Spain |
Creative Director |
Carolina Torres |
FCB Spain |
Copywriter |
Iñigo Andiarena |
FCB Spain |
Copywriter |
Alfredo Vaz |
FCB Spain |
Art Director |
Antía García |
FCB Spain |
Art Director |
Creative Execution
That’s why we created Heineken Connect, an app that enabled you to stay constantly connected with your friends inside the festival through geo-location.
Our tool was capable of connecting all of the festivalgoers, giving them real time information and enabling them to find each other, chat, comment, make new friends, get real time alerts…
In order for our app to work smoothly, we also created the largest mobile Wi-Fi network in Europe, capable of servicing the whole festival, which was an area larger tan 52 football pitches.
Over 30.000 people downloaded and enjoyed the app at Primavera Sound alone.
Over 5 million geo-locations were made, connecting millions of friends and enabling them to enjoy the festival together.
In the end we added value and enhance the experience of the festivals we sponsored by focusing on our audience and their needs, turning Heineken into an enabler instead of just another big logo on the beer tent.
How can Heineken achieve greater notoriety and exposure at the music festivals it sponsors?
As official sponsors of Primavera Sound we wanted our campaign to be truly relevant and engaging for festivalgoers.
We wanted to enhance the festival experience.
Our starting point was a Universal truth: “Sooner or later, you will loose your friends at any music festival”, and what’s worst at music festivals the network always gets overloaded and 3G always drops, making it almost impossible to find them again.