Title	HEINEKEN F1 MUSIC - TIËSTO & NINA KRAVIZ LIVE STREAMS
Brand	HEINEKEN
Product/Service	HEINEKEN 0.0
Category	D01. Sports: Film, Series & Audio
Entrant	M&C SAATCHI SPORT & ENTERTAINMENT London, UNITED KINGDOM
Idea Creation	M&C SAATCHI SPORT & ENTERTAINMENT London, UNITED KINGDOM
Idea Creation 2	HEINEKEN Amsterdam, THE NETHERLANDS
Idea Creation 3	BEATPORT Berlin, GERMANY
Idea Creation 4	250K | TWOFIFTYK Strijp, THE NETHERLANDS
PR	M&C SAATCHI SPORT & ENTERTAINMENT London, UNITED KINGDOM
Production	BEATPORT Berlin, GERMANY
Production 2	250K | TWOFIFTYK Strijp, THE NETHERLANDS

Name	Company	Position
Not applicable Not applicable	Not applicable	Not applicable

Why is this work relevant for Entertainment?

At Heineken, our aim is to connect people across the globe through shared passions. Where there are fans, there is Heineken. That’s why we’re partners with F1, a global sport that gives us the opportunity to bring millions of fans around the world together, open up the world of F1 to them, and connect them through their shared love of racing. This season, to help fans celebrate some normality in the return of racing, we combined our F1 partnership with another of our key entertainment areas that are a part of our sponsorships – music.

Background

Heineken’s two European title races were huge dates in the diary – the first F1 race in the Netherlands since 1985 at Zandvoort, and the iconic Formula 1 Heineken Gran Premio D’Italia in Monza. Our brief and core objective remained constant and provided a red thread throughout the season: Deliver world-class experiences for fans that deliver brand love for Heineken, for fans both at home and at the track. 1. Entertain & Celebrate Create ownable, sharable, digital-first activations for Heineken Deliver unmissable live experiences Drive maximum awareness through key moments in racing calendar 2. Reward Reward fans both at-home and at the track Demonstrate Heineken’s credibility in key markets 3. Connect Connect fans at home to the world of F1 4. Advocacy Drive global PR coverage in titles that resonate with our target audience Create brand uplift around key activations Be the table-topping brand associated with F1 at key races

Describe the creative idea

To celebrate our two European title races, huge events in the racing calendar, we wanted to integrate Heineken into the celebratory moments of these race weekends. And to create showstopping moments and unforgettable experiences for fans. And what better races to do it at – the first Dutch Grand Prix since 1985 and the iconic Formula 1 Heineken Gran Premio D’Italia in Monza. We decided to bring some of the biggest names in dance music to the F1 party. An F1 party to not just be enjoyed by fans at the track and in the city, but live streamed to racing and music fans worldwide. And we needed a series of partners to ensure our spectacular performances reached the right people, at the right time.

Describe the strategy

Our strategy was split into two key sections – artist selection for each performance, and the selection of our streaming partner. Both of these needed to produce performances that fitted within our wider sponsorship strategy; ensuring that they entertain, celebrate with, reward and thank fans in new and innovative ways, for fans both at the race and at home. To decide who would headline each of our title race performances, we carefully selected globally renowned DJs who embody our company values, DJ Tiësto and Nina Kraviz For this, we undertook market research, background checks and analysed relevant data including social demographics and follower age breakdowns, to ensure these were in line with our standards and committed to responsible consumption. Our partnership with global streaming platform Beatport enabled our campaign to feature world class talent across our livestreams and content, aligning Heineken with the most respected DJs within their respective genres.

Describe the execution

Entertain & Celebrate Celebrated the historic return of Formula 1® to Zandvoort with a unique performance from global superstar DJ Tiësto, delivered on the back of a Heineken®0.0 biofuel-powered truck, following the podium celebrations Continued momentum through to Monza, kicking off the race weekend with an exclusive Friday night set from Nina Kraviz, live from the Heineken® Greener Bar in Milan’s city centre to celebrate the F1 Heineken Gran Premio d'Italia Reward Tiësto’s Heineken®0.0 truck stage was driven around the track, stopping in front of the Heineken® Grandstand to entertain and perform in front of fans Local fans, VIPs and F1 attendees were invited to the exclusive Nina Kraviz launch party at the Heineken Greener Bar to kick off the race weekend Connect Both performances were live streamed in partnership with Beatport, F1, Red Bull Racing Honda and each of our performers, to ensure fans at home didn’t miss out

Describe the outcome

Entertain & Celebrate 800+ pieces of coverage from Tiësto post-event release 99.2k total watch hours on Tiësto’s live stream 978 pieces of coverage from Nina Kraviz post-event release 68k total watch hours on Nina Kraviz live stream 30m+ total impressions across both performances Reward 70,000 fans at the track at Zandvoort experiencing Tiësto’s set live With an additional 3.04m fans tuning in from home 500+ fans at the Heineken Greener Bar experiencing Nina Kraviz’s set live With an additional 4.9m fans tuning in from home Connect 58.8m total impressions across the campaign Which generated 6.2k engagements Advocacy Over 6m video views across both performances, generating 940k live stream engagements Generated 2bn+ PR reach from from both sets 387.2m social reach across both performances Number one brand associated with Formula 1 Heineken Dutch Grand Prix & Formula 1 Heineken Gran Premio d'Italia 2021