| Title | THE FINAL HASHTAG |
| Brand | HEINEKEN |
| Product/Service | HEINEKEN BEER |
| Category |
B03. Use of Outdoor |
|
Entrant
|
PUBLICIS ITALY Milan, ITALY
|
|
Idea Creation
|
PUBLICIS ITALY Milan, ITALY
|
|
Media Placement
|
STARCOM ITALIA Milan, ITALY
|
|
Production
|
STUDIO ROSS Milano, ITALY
|
Credits
| Bruno Bertelli |
Publicis Italy |
Creative Director |
| Cristiana Boccassini |
Publicis Italy |
Creative Director |
| Luca Cinquepalmi |
Publicis Italy |
Creative Director |
| Marco Venturelli |
Publicis Italy |
Creative Director |
| Alessandro Candito |
Publicis Italy |
Associate Creative Director |
| Andrea Raia |
Publicis Italy |
Art Director |
| Matteo Gatto |
Publicis Italy |
Copywriter |
| James Moore |
Publicis Italy |
Strategic Planner |
| Lorenza Montorfano |
Publicis Italy |
International Account Director |
| Maria Elena Gaglianese |
Publicis Italy |
Account Supervisor |
| Veronica Stellato |
Publicis Italy |
Account Executive |
| Stefano Gruarin |
Publicis Italy |
Art Buyer |
| Cristina Gusmini |
Heineken |
Group Brand Manager |
| Marta Grassi |
Heineken |
Brand Manager |
| Floris Cobelens |
Heineken |
Marketing Director |
The Campaign
Our idea was to turn Heineken product qualities into two tickets for the 2016 UCL Final in Milan. We created a 100-character long hashtag and put it on 700+ outdoor ads in Milan, one month before the UCL Final hit the city. The ads displayed the hashtag, and nothing else.
We took Heineken product qualities to the streets for all the Milanese to see, using outdoor ads in a creative and unconventional way. The media was used creatively to give all soccer fans a playful excuse to spread our information on Twitter too, by including at the end of the hashtag a call to action they simply could not ignore: tweet this hashtag right to win the UCL Final.
Creative Execution
We broke the rules of unconventional outdoor ads by taking an hashtag - usually exiled in the corner of the visual on traditional media - under the spotlight, building an entire outdoor campaign around it.
We also created the first hashtag that was a self-sustaining contest too, Twitter Ads were a fundamental asset for the campaign: it was an Autoreply Tweet Campaign that tracked in real time whoever typed the hashtag correctly. Once the contestant tweeted the Final Hashtag, the Heineken Italy profile would then reply automatically to it, explaining him or her how to complete the registration.
The OOH campaign has been on air in the city of Milan from 15th of May 2016 to the end of the month, taking advantage of the UCL final and of a capillar media plan involving more than 700 billboards position.
More than 700 outdoor ads all over Milan city
4 milion total impressions
34% buy intent
To deliver our message, we used billboards in a new way: to drive customers to a social activation by displaying nothing but a single, very long hashtag, taken under the lights of a 700+ outdoor ads in the city of Milan. The hashtag itself was innovative: tweeting it was the only thing you had to do to enter a contest, and the hashtag itself included the instructions to participate too: you see it, you tweet it, you are in.
Insights, Strategy and the Idea
When a brand has to speak about itself, there’s always the risk to produce a boring campaign. Our challenge was to spread various Heineken product qualities through an outdoor campaign in Milan - which had to be linked to the Heineken sponsorship of the UEFA Champions League too - in an engaging and unconventional way.
We chose Twitter as the perfect media to involve soccer fans into a challenging, yet simple game, that started in the real world and ended in the twittersphere.
We had to spread Heineken product qualities all over Milan through an outdoor campaign during the month before the 2016 UCL Final. We did so, and then took the product qualities way beyond the city thanks to the use of Twitter.
The hashtag was fundamental in creating an innovative outdoor ad: one that would generate a lot of buzz among people and even on advertising online press.