Title | A ’DAM FRESH HEINEKEN |
Brand | HEINEKEN INTERNATIONAL |
Product/Service | HEINEKEN |
Category |
C03. 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 brewed guys visiting Amsterdam a Heineken that was ready exactly on their day of their arrival.
We started by targeting confirmed travellers.
After signing up to get ‘A ’Dam Fresh Heineken’, we used Facebook’s 1-on-1 Messenger technique to tell them all about the craft that goes into our 28-day brewing process. But we went even further: we used the chat to 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, wrapped in a tailored city map based on the things they’d liked most in our chat.
‘A ’Dam Fresh Heineken’:
- Brewed to be ready on the exact day of your arrival. The freshest beer from Amsterdam in Amsterdam
- Wrapped with a personalised map to Amsterdam’s best hidden gems – based on personal preferences in the 1-on-1.
Creative Execution
The campaign ran in 6 markets: United Kingdom, Ireland, Spain, Italy, Germany, USA.
We used programmatic banners, customised landing pages, a Facebook Messenger Bot and activation key cords that identified participants in the Heineken Museum.
From the moment guys had opted in to get ‘A ’Dam Fresh Heineken’, we started learning about their personal interests which we used to create a personalised product.
Through a Facebook Messenger chatbot we spent 28 days learning everything about the guys’ interests. By asking their yay or nay on suggestions and choosing between multiple choices we learned everything we needed to know to suggest a one-of-kind tour along the best hidden gems in our hometown.
This data was used to customise every element of the experience. The bottle was personalised to mark their day of arrival, the wrapper was custom designed and filled with destinations that matched individual character.
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 1-on-1 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.
‘A ’Dam Fresh Heineken’ is data-driven from end to end – media titles were strategically selected based on their ability to reach various very specific audiences.
Using media tracking and location data to create audience profiles, we generated creative messaging on the fly, tailored to archetypes most befitting each individual targeted. This resulted in a 1+1=3 between the media placement (context) and message in ads.
When consumers signed up to get their ’Dam Fresh Heineken, we used Facebook’s latest chatbot functionalities to further engage with consumers on a deeper level.
Insights, Strategy and the Idea
Our target audience were young men (18-27) drinking at least 2 premium beers a month and travelling to Amsterdam in at least 28 days before the start of our activation period.
Working with programmatic data partners, we were able to select our target audience as they booked trips to Amsterdam. A dynamic digital campaign – with 471 variations of the creative copy based on our target audience’s interests, point of origin and language – reached them when they had their tickets to Amsterdam freshly in mind, offering them the bottle that would unlock Amsterdam’s secrets.
From the moment of purchase, our guests were invited to connect to Heineken through a Facebook chatbot. It takes 28 days to brew our guest their personal Heineken, so we would spend those 28 days coming to a fuller understanding of their tastes and preferences to generate unique itineraries based on that knowledge.