Heineken • The Virtual Heineken Silver
2022 • Alcoholic drinks - beer • Cross-country • Global
The Virtual Heineken Silver is a playful metaverse experience that pokes fun at virtual hype. By “digitally brewing” its beloved beer, Heineken delivers a lighthearted take on brand engagement in our evolving virtual playground.
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The big idea of this campaign was to increase brand awareness and positive sentiment for the company in multiple European markets. The campaign utilized influencers to create and share content across social media platforms, resulting in a significant number of impressions and positive ad recall for the brand.
The campaign also won several awards at the Cannes Lions festival. Overall, the goal was to establish a strong presence in the target markets and enhance the brand's reputation.
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The challenge of this campaign was to effectively reach and engage with the target audience in 11 different markets across Europe and drive positive sentiment towards the brand. Additionally, the campaign aimed to increase ad recall and generate a significant number of impressions.
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The target group of this campaign consisted of individuals in 11 different markets, including Bulgaria, Spain, Italy, UK, Portugal, Netherlands, Poland, Switzerland, and Hungary, located in the EMEA region.
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The campaign yielded impressive results. A total of 36 influencers were engaged, generating a staggering 128 million impressions. The ad recall saw a significant increase of 8.6 percentage points. The campaign also won four Cannes Lions awards, further demonstrating its success.
Additionally, a total of 887 pieces of content were created and shared across various markets, with a remarkable 94% positive sentiment.
The markets targeted in the campaign included Bulgaria, Spain, Italy, UK, Portugal, Netherlands, Poland, Switzerland, and Hungary.
Overall, the campaign achieved exceptional results, reaching a wide audience and generating positive sentiment.
