Title | A ’DAM FRESH HEINEKEN |
Brand | HEINEKEN INTERNATIONAL |
Product/Service | HEINEKEN |
Category |
A02. Data-Driven Targeting |
Entrant
|
DDB & TRIBAL AMSTERDAM, THE NETHERLANDS
|
Idea Creation
|
DDB & TRIBAL AMSTERDAM, THE NETHERLANDS
|
Media Placement
|
STARCOM Amsterdam, THE NETHERLANDS
|
Credits
Gijs Sluijters |
DDB & Tribal worldwide, Amsterdam |
Senior Creative / Concept |
Joris Tol |
DDB & Tribal Worldwide, Amsterdam |
Senior Creative / Concept |
Dave Murphy |
DDB & Tribal Worldwide, Amsterdam |
Business Director |
Alistair Beattie |
DDB & Tribal Worldwide, Amsterdam |
Co-CEO |
Erik van der Bijl |
DDB & Tribal Worldwide, Amsterdam |
Senior Producer |
Joris Kang'eri |
DDB & Tribal Worldwide, Amsterdam |
Creative Director |
Michiel Cox |
DDB & Tribal Worldwide, Amsterdam |
Strategy |
Keith Kornson |
DDB & Tribal Worldwide, Amsterdam |
Design Director |
Sophie van Pelt |
DDB & Tribal Worldwide, Amsterdam |
Executive Producer |
Wendy Losse |
DDB & Tribal Worldwide, Amsterdam |
Senior Producer |
Rian Verhagen |
SuperHero Cheesecake |
Bot - Technical Director |
Machiel Molenaar |
SuperHero Cheesecake |
Bot - Sr. Programmer |
Michelle Joosten |
SuperHero Cheesecake |
Bot - Sr. Producer |
Sander Hannema |
Global Ticket |
Site - Technical Director, owner. |
Robin Bleekemolen |
Global Ticket |
Site - Technical Director, owner. |
Jackie Huynh |
Global Ticket |
Site – Sr. Programmer |
James Miles |
Starcom MediaVest Group |
Media – Strategy Director |
Nadira Sultana |
Starcom MediaVest Group |
Media – Account manager |
SMG UK |
Starcom MediaVest Group |
Media production |
Evert-Jan van Efferink |
Attached language |
Translations manager |
Sven Stroomberg |
Colorbleed |
Animation |
Philippe Avendano Vera |
New AMS |
Producer |
Annely Valk |
New AMS |
Producer |
Jelani Isaacs |
New AMS |
Executive Producer |
Reinder van Zalk |
Earforce |
Sound design |
Sir OJ |
New AMS |
Music |
Emiel Nuninga |
New AMS |
Offline Editor |
Tbd |
New AMS |
Online Editor |
Kevin Kimman |
New AMS |
Grading |
The Campaign
We knew that people prefer local products while on a trip. So, we set out to over deliver on this insight: We brewed guys visiting Amsterdam a Heineken timed so that it was ready exactly on their day of arrival.
We started by targeting confirmed travellers to Amsterdam. And offered to brew them ‘A ’Dam Fresh Heineken’.
After signing up to get one of these unique Heinekens, we used Facebook’s latest 1-on-1 Messenger technique to show them all about the craft that goes into our 28-day brewing process. But we went even further: we used the chat to really get to know individual guys; talking about Amsterdam and what kind of experiences they were looking for.
On arrival, their day-fresh Heineken awaited them in Heineken’s oldest brewery in Amsterdam, wrapped in a tailored city map made with help of the data collected in the 1-on-1 chat.
‘A ’Dam Fresh Heineken’ :
- Brewed to be ready on the exact day of your arrival. Chilled and protected from light to create the freshest beer from Amsterdam in Amsterdam
- Wrapped with a personalised map to our hometown’s best hidden gems – selected based on personal preferences in the 1-on-1 chat.
In only the first two weeks of the campaign:
- We reached every qualified person travelling to Amsterdam with our dynamic campaign
- Delivering close to 500 personalised beers and unique city trips
- We sold out on the capacity of our campaign production line
- We engaged 80% of our chatbot conversations for the full 28 days. Engaging this mobile-first audience for a long period of time.
With a paid media budget of only €4,500, we achieved laser-sharp focus in targeting and impact, delivering close to 0% wastage.
Data turned Heineken’s 144-year-old beer into the most authentic welcome to its hometown Amsterdam.
We used search and booking data to talk only to an audience guaranteed to be interested in our offer: those who had booked a ticket to Amsterdam.
We turned audience data into a dynamic campaign reaching every single person with unique and personalised messages leading up to a physical representation in the form of a beer.
We turned conversational data from 1-on-1 chats into an algorithmically generated tour along the Amsterdam destinations that best suited their personality.
The idea required a lot of data to bring it to life – candidate travel details, interests and demographics. So:
1) Recruitment
We worked with a special algorithm that analysed search behaviour and cookie data to ensure we were only reaching confirmed travellers to Amsterdam. Across key markets (UK, Ireland, US, Germany, Italy, Spain) we employed dynamic creative to develop 471 variations of creative copy based on travellers’ interests, origin and language, crafting bespoke messages.
2) Refinement
After purchasing ‘A ’Dam Fresh Heineken’, our guests were invited to a Facebook chatbot conversation, sustained throughout the 28 Heineken brewing days needed. Through engaging questions, we got to know their interests and likes. In combination with their travel data, we created unique interest signatures.
3) Personalisation
Finally, we combined everything we’d learned about our guests with everything we know about Amsterdam from our 144-year history in the city. We matched our guests’ interest signatures against a ranked database of points of interest, generating unique itineraries for each.