Heineken Invites Football Fans in Vietnam to ‘Enjoy the Smoothness’
‘Enjoy the Smoothness’ works like this: during live football matches, for every goal celebrated with a player sliding smoothly, Heineken rewarded fans with real-time discounts of Heineken Silver, delivered instantly by Grab.
To make this possible, LePub Singapore and Leo Burnett Vietnam created a custom machine learning model combining two data sets, then used visual data analysis to detect when the slides started and ended. They also used live player data from the matches to calculate the distance of each player’s slide. The longer the slide, the bigger the discount.
Footage of the best knee slides were then placed on Facebook and Instagram with a link leading to GrabMart for an instant smooth delivery of Heineken Silver.
“'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,” explains Anna Bizon, marketing director at Heineken Vietnam. “The response to this campaign has been phenomenal, with a growing number of fans celebrating goals with Heineken Silver this football season.”
In Vietnam and many parts of Asia, beers that are smoother on the palate are becoming more and more popular. Heineken Silver addresses this need with its unexpectedly smooth taste. Brewed using an ice-cold lagering process at -1° C, Heineken Silver’s subtle finish makes it extra-refreshing and effortless to drink.
“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,” explains Cyril Louis, global executive creative director at LePub Singapore.
‘Enjoy the Smoothness’ launched in Vietnam during the UEFA Champions League quarter finals, with more slides (and discounts) to follow in the lead up to the finals in June. Since launching, more than 10,000 organic comments have flooded in as fans tagged their favourite players and asked them to do a slide celebration. ‘Enjoy the Smoothness’ led to an immediate spike in sales of Heineken Silver in the two weeks following its launch.
