Challenge: How to build stronger brand equity and relevancy by activating a global platform
Heineken is one of the largest brewing company in Europe and owns over 165 breweries in more than 70 countries. Heineken is widely popular throughout the world, known for its signature green bottle and red star.
As an already well-known brand, Heineken is still facing a problem in engaging with Indonesian consumers. Heineken seeks to be a brand that is always present and relevant with Indonesian millennials’ market.
Solution: Developing an interactive microsite to help boost the UCL 2019 campaign
One of Heineken’s biggest campaign in 2019 is the UCL Trophy Tour Event 2019, welcoming Del Piero, Andrea Pirlo, and Charles Puyol as the main endorsers to attract audience. In order to engage with the audience, Heineken asked Suitmedia to make an interactive microsite which consists of all information regarding the event, a leaderboard for users to check depending on their own –and also other active user’s—engagement activity, along with a real-time countdown to the date of the main event in all three cities (Jakarta, Surabaya, and Bali).
With that in mind, Suitmedia started by creating point systems for the leaderboard. Each action made by each user (liking, commenting, and sharing posts on the microsite to their social media) will be counted as user points accordingly. They will see their points in the form of a real-time leaderboard on the microsite’s homepage, along with other user’s points. These points will then be a reliable data for Heineken to choose the winners with the biggest points of each cities who will get the grand prize of meeting Del Piero, Pirlo, or Puyol in person. This microsite is also integrated within the iFrame of Heineken’s global website (www.heineken.com) and is curated by Heineken NL’s team.
Throughout the UCL 2019 event, our microsite has been accessed by more than thousands of users in Indonesia who wishes to have the rare chance of meeting their idols. The engagement as seen from each user’s social media account has indeed helped Heineken in spreading exposure to almost every possible market they seek for. The periodical Google Analytics we have provided had also aided Heineken team in seeing how the microsite is performing throughout the whole event.
Towards the end of the event, Heineken has improved their engagement rate and has made many Indonesian audience interested in joining the fun of UCL Trophy Tour 2019 through our microsite. With this experience, Indonesian audience will then be looking forward to other events Heineken plans to make in the long future ahead.
