Ho Chi Minh City – Heineken® Vietnam has ingeniously bridged the excitement of football with the smooth taste of Heineken® Silver in its latest campaign, ‘Enjoy the Smoothness,’ crafted by LePub Singapore and Leo Burnett Vietnam.
This innovative campaign celebrates football’s iconic knee slides by offering fans real-time discounts on Heineken® Silver. During live matches, each goal celebrated with a smooth knee slide triggers instant discounts, delivered directly to fans via Grab.
LePub Singapore and Leo Burnett Vietnam developed a bespoke machine learning model that merges two data sets, enabling visual data analysis to accurately detect the start and end of each slide. By integrating live player data, the distance of each slide is calculated, with longer slides yielding greater discounts. Highlights of these knee slides are shared on Facebook and Instagram, linking fans to GrabMart for immediate delivery of Heineken® Silver.
Anna Bizon, Marketing Director at Heineken® Vietnam, explains, “‘Enjoy the Smoothness’ kicked off with a powerful and unstoppable shot from Bernardo Silva, followed with a beautiful 1.7-meter knee slide celebration, equating to a 17% discount on Heineken® Silver. The response to this campaign has been phenomenal, with a growing number of fans celebrating goals with Heineken® Silver this football season.”
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In Vietnam and across Asia, smoother beers are gaining popularity. Heineken® Silver, brewed with an ice-cold lagering process at -1° C, meets this demand with its unexpectedly smooth and refreshing taste. Cyril Louis, Global Executive Creative Director at LePub Singapore, remarks, “In a country that’s crazy about football, we had the idea of making Heineken® Silver’s smooth taste synonymous with the smoothest knee slide celebrations, and let fans enjoy the match with a Heineken® Silver in hand – it’s an unexpected way of showcasing Heineken® Silver’s unexpected smoothness.”
The ‘Enjoy the Smoothness’ campaign debuted in Vietnam during the UEFA Champions League quarter-finals and continues to engage fans as the finals approach. With over 10,000 organic comments from fans tagging their favorite players and requesting slide celebrations, the campaign has significantly boosted Heineken® Silver sales in just two weeks since its launch.
About Heineken®
HEINEKEN® is the world’s most international brewer. It is the leading developer and marketer of premium and nonalcoholic beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 300
international, regional, local and specialty beers and ciders. With HEINEKEN’s over 90,000 employees, we brew the joy of true togetherness to inspire a better world. Our dream is to shape the future of beer and beyond to win the hearts of consumers. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through “Brew a Better World”, sustainability is embedded in the business. HEINEKEN® has a wellbalanced geographic footprint with leadership positions in both developed and developing markets. We operate breweries, malteries, cider plants and other production facilities in more than 70 countries. https://www.theHeineken® company.com/
About LePub
LePub, powered by Publicis Groupe, was created combining creative excellence with best-in-class data, media, and technology expertise. We believe in transcending traditional communications focusing on helping brands integrate into people’s daily lives by delivering culturally relevant experiences fueled by extensive global data and world-class creativity. Recognized as the “Creative Agency of the Year “by WARC in 2022 and 2023, and featured in the Contagious Pioneers ranking of 2022, LePub is the place where brands meet culture. https://www.publicis.it/index.php/awards/
