| Title | HEINEKEN @WHERENEXT |
| Brand | HEINEKEN |
| Product/Service | SOCIAL LISTENING TOOL |
| Category |
B01. FAST MOVING CONSUMER GOODS (INCL. ALCOHOLIC & NON-ALCOHOLIC DRINKS) |
|
Entrant Company
|
R/GA London, UNITED KINGDOM
|
|
Advertising Agency
|
R/GA London, UNITED KINGDOM
|
Credits
| James Temple |
R/GA London |
Vp/Md/Executive Creative Director/R/Ga London |
| Matt Lodder |
R/GA London |
Vp/Managing Director |
| George Prest |
R/GA London |
Vp/Executive Creative Director |
| Chris Williams |
R/GA London |
Creative Director |
| Ross Landles |
R/GA London |
Group Account Director |
| John Paul Toher |
R/GA London |
Senior Producer |
| John Wilson |
R/GA London |
Group Account Director |
| Sam Clohesy |
R/GA London |
Executive Producer |
| Paul Carvill |
R/GA London |
Technical Director |
| Mihnea Belcin |
R/GA London |
Open Standards Developer |
| Danny Lee |
R/GA London |
Senior Software Engineer/Solutions Architect |
| Pedro Duarte |
R/GA London |
Open Standards Developer |
| Natalie Smith |
R/GA London |
Senior Content Strategist |
| Pete Jupp |
R/GA London |
Design Director |
| Yuriy Starikov |
R/GA London |
Senior Visual Designers |
| Bradie Tippets |
R/GA London |
Junior Copywriter |
| Kaihaan Jamshidi |
R/GA London |
Planning Director |
| Stephen Spencer |
R/GA London |
Senior Planner |
| Alex Wills |
R/GA London |
Group Director/Content Studio |
| Elisabetta Viggiani |
R/GA London |
Producer |
The Brief
Heineken asked us for a digital version of their ‘Open Your City’ campaign.
Rather than just providing them with the digital matching luggage for this campaign, we gave Heineken a true game changer. We created an ‘always on’ service (not a one off campaign) that seamlessly integrated with Twitter and with our ‘men of the world’s’ nights out.
Describe how the promotion developed from concept to implementation
We created @wherenext, a mobile service with an innovative algorithm that mines online social activity to show people, automatically, where is hot, near them in their city, right now.
Never again will people miss out on a great experience just around the corner. A tweet to solve users ‘fear of missing out’ (FOMO) on nights out in cities the world over.
Our aim was to develop a mobile solution that could help people explore new experiences, in an easy and on-the-go manner, so they can enjoy the new social adventures of their natural habitat.
Describe the success of the promotion with both client and consumer including some quantifiable results
@wherenext has not long launched therefore available results are limited.
• Worldwide press coverage and acclaim – from GQ Magazine to the Huff Post and AdWeek
• Over 14,000 visits to the service since launch
• @wherenext has received 13,060 mentions on social media since launch with an 80% positive sentiment
• Shifted the Heineken brand from beverage sector into the tech and social innovation space
Explain why the method of promotion was most relevant to the product or service
We created a unique algorithm that listens to social media activity, such as tweets, check-ins and photos across Twitter, Instagram and Foursquare and analyses where’s trending and matches it to user’s locations.
It’s seamlessly integrated with Twitter, so users are just one tweet away from finding out where to go next on a night out. It works in multiple languages and is available globally.
And for those of you who don’t tweet, we also provided real-time heat map on a mobile responsive website.