[2014 부산국제광고제/Bronze] 하이네켄 'The Negotiation'

하이네켄 'The Negotiation'

2014 부산국제광고제에서 Bronze를 수상한 하이네켄의 'The Negotiation' 입니다.

가구 매장에서 축구 경기장의 의자를 구입하자는 남자친구 또는 남편의 이야기에 

여자친구나 부인은 어떻게 반응할까요?

구입에 성공하면 UEFA 결승전 티켓이 2장!
그녀들은 축구를 좋아하는 남자의 마음을 이해할 수 있을까요?

하이네켄은 인도네시아와 태국의 UEFA 챔피온 리그 최종 경기를 앞두고 재미있는 프로젝트를 진행합니다.

여자친구 혹은 부인을 속이는 몰래카메라였죠^^

UEFA 결승전에 참가하고 싶은 남자친구 혹은 남편의 마음을 이해해주는 여자분은 누가 될까요?

하이네켄의 광고는 항상 서프라이즈와 즐거움을 주네요~^^

Brand_Heineken Asia Pacific

Agency_Tequila Singapore (TBWA)

Our task was to get football-loving men in Indonesia and Thailand talking about Heinekens UEFA Champions League sponsorship. We avoided the cliches of sport - trophies, players - and instead explored a sporting challenge they could relate to that taps into their daily lives. While women cant comprehend their mens addiction to football, they generally let men have their way if it doesnt cost them anything. As Heineken champions ingenuity, we wanted to prove that men are just as inventive in getting their way with their football fanaticism even at the expense of something their partners care about.

One thing women are precious about is their home furnishing. So we filmed couples coming across ugly, overpriced stadium seats at a furniture store and discreetly asked men to persuade their partners to buy them for the home. The first to succeed would win tickets to the UEFA Champions League Final. We launched this film as a Facebook campaign targeting Indonesia and Thailand. Before we seeded the film, we seeded the interest. We posted teasers that suggested what was coming. When the film was eventually posted, our audience was primed for the reveal and instinctively drawn to it amidst other online content.

1.5 million online views in Thailand and Indonesia in just 3 days. · Click through rates of over 10% against our target audience. · 111,355 new fans in Thailand and Indonesia. · 4.6 million aggregate views including an estimated 1.3 million based on number of shares from duplicate videos of our content on Facebook. · $18 million in earned media (277 times our investment). · 137,704 shares over Facebook and Twitter. · 2nd most viral branded film over a 7-day period. · Unpaid TV coverage on 64 channels across the USA.

Wives and girlfriends are often seen as the biggest obstacles standing in the way of mens love for football. Putting mens inventiveness to this timeless yet challenging test demonstrates Heinekens brand belief in pushing the boundaries of ingenuity. In turn, this stunt lent itself to a narrative that struck a chord with the very people our film was about ? couples themselves. Our content did not just connect with men, but women too. Engaging them on a topic they both could relate to naturally triggered them to start conversations and they instantly became our most effective medium out there.

Brand_Heineken Asia Pacific

Agency_Tequila Singapore (TBWA)