| Title | LEGENDARY TUTORIALS |
| Brand | HEINEKEN |
| Product/Service | HEINEKEN |
| Category |
A07. SOCIAL FOR MOBILE |
|
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 |
| Jose Olivares |
FCB Spain |
Head Of Transmedia |
| Alfredo Vaz |
FCB Spain |
Art Director |
| Carolina Torres |
FCB Spain |
Copywriter |
| Alvaro Navarro |
FCB Spain |
Copywriter |
| Antía García |
FCB Spain |
Art Director |
| Iñigo Andiarena |
FCB Spain |
Copywriter |
| Aurora Montes |
FCB Spain |
Art Director |
| Irene Tieso |
FCB Spain |
Art Director |
| Vicente Albert |
FCB Spain |
Art Director |
Creative Execution
Staying true to Heinekens communication line, this action wanted to take users to their one, and unique, personal, legendary ability.
For this, Heineken create a series of video tutorial showing different characters with legendary abilities and asking users to participate showing us their ability in this social video format. We uploaded 6 "Legendary Tutorials" and asked users to upload 15 second videos of their unique ability.
More than 1000 interactions on Instagram
More than 3 million impacts on Social Media
Positive feeling over 80%
Following the "Man of the World" strategy and Odissey Campaign, Heineken Spain wanted to connect with its audience on Instagram, strengthening the bond between the brand and the public on this social network.
We wanted to interact with them in a different way: maximizing the abilities that make them unique. So we created "Legendary Tutorials", an action where we would show different outstanding abilities so as to motivate the Men of the world on this social network to show us theirs.