| Title | NO MORE EXCUSES |
| Brand | HEINEKEN |
| Product/Service | BEER |
| Category |
D03. Use of Social Platforms |
|
Entrant
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HEINEKEN INTERNATIONAL Amsterdam, THE NETHERLANDS
|
|
Idea Creation
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PUBLICIS ITALY Milan, ITALY
|
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Idea Creation 2
|
POKE London, UNITED KINGDOM
|
|
Media Placement
|
SMG Amsterdam, THE NETHERLANDS
|
|
Production
|
INDEPENDENT London, UNITED KINGDOM
|
|
Production 2
|
RESET CONTENT Santa Monica, USA
|
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Production 3
|
MPC London, UNITED KINGDOM
|
Credits
| Anuraag Trikha |
Heineken |
Brand Communication & Digital Director Global Commerce |
| Gianluca Di Tondo |
Heineken |
Senior Director Global Heineken® Brand Global Commerce |
| Els Dijkhuizen |
Heineken |
Communication Manager Global Commerce |
| Nourdin Rejeb |
Heineken |
Global Digital Manager |
| Jessica Setiawan |
Heineken |
Global Digital Manager |
| Bruno Bertelli |
Publicis |
Global Chief Creative Officer (Publicis Worldwide) |
| Cristiana Boccassini |
Publicis Italy |
Executive Creative Director (Italy) |
| Marco Venturelli, Luca Cinquepalmi |
Publicis Italy |
Executive Creative Directors |
| Milos Obradovic |
Publicis Italy |
Global Digital Creative Director on Heineken |
| Claudia Illan, Giovanna Favor |
Publicis italy |
Copywriters |
| Hugo Wahledow, Alice Teruzzi |
Publicis Italy |
Art Directors |
| James Moore |
Publicis Italy |
Strategic Planner |
| David Pagnoni, Fabiola Miccone, Eleni Charakleia |
Publicis Italy |
Client Account Team |
| Silvia Cattaneo |
Publicis Italy |
Agency Producer |
| Nicholas Roope |
Poke London |
Executive Creative Director |
| Angus Mackinnon |
Poke London |
Group Creative Director |
| Matthew Comras, Tom Park |
Poke London |
Copywriters |
| Dom Fisher |
Poke London |
Design Director |
| Sol Gafhoor |
Publicis London |
Lead Strategist |
| Juyong Kim |
Poke London |
Account Handler |
| Catherine Hurst, Rachel Adelson |
Poke London |
Producers |
| James Miles |
Starcom |
Media Planner |
| Guy Ritchie |
Independent/Reset |
Director |
| Dave Morrison/Jani Guest |
Independent/Reset |
Executive Producers |
| Adam Saward |
Independent/Reset |
Producer |
The Campaign
We needed fans totake notice, so we called on one of the greatest coaches of all time, Jose Mourinho. His arrogance and charm coupled with the fact that this time he would be watching UCL from his couch, made him the perfect motivator to ensurethere were no more excuses for missing match nightswith friends.We took over social media and joined conversations in messaging apps with targeted content that reacted to fans' context in real-time, from rain to Valentines day. Leveraging data wegenerated hundreds of videos,where Mourinho dismissesexcuses from around the world. Yet he also provided a solution, encouraging fans to enjoy UCL match nights like winners, surrounded byfriends withHeineken in hand.No matter where you are in the world, oryour situation, Mourinho reminded you that there were no excuses for missing match night, always ending with the CTA to #championthematch
Campaign Success
We kicked off the campaign witha bang, launching a film on FacebookwhereMourinho reads out regular fanexcuses. In his typical manner he dismisses them, reminding fans that there are no excuses for missing a UCL match. For future retargeting, at the end of the video we asked fans to tag their friendsin the comments, alongwith their excuses.We created over 800personalised, super-relevant response videos that allowed Mourinho to address fans directly around the world and were shared across our social platforms.Midway we used retargeting to engage fans with a digital version of Mourinho -a bot that let fans create witty, excuse-busting, shareable responses to send to their friends.For the UCLfinal our bot connected fans with services like Uber andDeliveroo, making sure that even the most sincere excuses could be overcome with a little help from Mourinho and Heineken.
Describe the success of the promotion with both client and consumer including some quantifiable results
No More Excuse reached 35% of our target, delivering 500m impressions and over 180m total viewsacross c.800 videos.The data-learned relevancy of the excuse-busting videos was reflected in strong average video completion rates of 39% across all phases, rising to 45% for the quarter-finals. Also, over 35% of those who used the personal and customisable chatbot went on to set match reminders and invite friends to interact.
Explain why the method of promotion was most relevant to the product or service
We encouraged soccer fans with inexcusable reasons to miss out on UCL, to champion the match, this means, watch it with friends and a fridge full of beer. To do so we chose an unreachable coach, Mourinho, and 0;opened a direct line of communication between him, and fans. He pep talked in real time each individual, during key dates. More than that we gave them a tool, customized videos to share with friends and motivate them to watch UCL together. Match night is an unmissable friendship date, we helped our target honor it, with witty easy to share, interactive content.
The target was broad:all UCL fans, 20-40 yrs old male/female across the globe. Research showed that their excuses for missing match nights differed depending on their time zone, local context and personal circumstances. We also discovered that when they committed to watching a game, it was before the match night and often organised with friends on messaging apps like WhatsApp and Facebook Messenger. It became clear that a one size fits all approach wouldn't work. Motivation works best when it's personal, relevant and useful to your context and needs.The strategy was simple, remind fans before match nights to get together with friends and a fridge full of Heineken, using tailored and targeted videos that made them feel like Mourinho was motivating them personally. Then extend this through 1-to-1 conversations on Facebook Messenger throughout the tournament and in turn drive more social occasions and consumption moments on match nights.