Title	HEINEKEN VALENTINE'S GIFT
Brand	HEINEKEN NETHERLANDS
Product/Service	BEER
Category	B04. Use of Digital Content
Entrant Company	TBWA\NEBOKO Amsterdam, THE NETHERLANDS
Advertising Agency	TBWA\NEBOKO Amsterdam, THE NETHERLANDS
Media Agency	STARCOM MEDIAVEST GROUP Amsterdam, THE NETHERLANDS
Production Company	VIDIBOKO Amsterdam, THE NETHERLANDS

Name	Company	Position
Robert Slot	Tbwa Neboko	Group Account Director

Brief Explanation

Is there any better way to express your love than with a special message attached to a plane? And wouldn't it be fantastic if you could just order one with your smartphone? This Valentine's Day Heineken helps out Dutch men by giving them the ultimate opportunity to surprise their lover. The busy Heineken man is very romantic, and for Valentine’s Day he wants to do something special for his special lady. Something different, something truly memorable. And what is more special than a personal message on a plane?

Results and Effectiveness

In two days time the online video hits more than 1 million views. 21% of these views are created organically. The response is extremely positive: with 16,000 likes, comments and shares the video performs well above Heineken benchmark.

Creative Execution

In the days before Valentine's Day men are targeted with Facebook advertising and posters in men’s toilets in Heineken bars. Via SMS they can select a location for Valentine's Day. When a plane is near they receive a text message to get ready with their lover. In the days after Valentine's Day we distribute the video online as promoted post on Facebook and Twitter and advertorial on blogs. The text attached to the plane is relevant for the entire audience, yet individual and personal.

Insights, Strategy and the Idea

Increase the feeling of closeness (brand KPI) by offering a select group of men the ultimate (easy) surprise for their lover on Valentine's Day. Create nationwide reach by filming the results and spreading the video via social media.