The global and iconic beer Heineken tasked us with elevating their brand to the top premium lager within the UK. Taking their existing theme of “Open Your World,” we sought to translate this idea into a digital platform, driving the beer’s credentials and making it more relevant to 25-35 year old men in the UK.
To do this we created “Star Treatment,” which acted as a platform for young men in the UK to engage with the brand content based on exclusive offerings to iconic events within their interests. This included free beers at key bars, invitations to exclusive events, complimentary drinks, and free cab services - all as a thank-you from the brand. In 2015 we’ve continued this approach, taking our fans to incredible events like the final of the Champions League and VIP tickets to some of the UK’s most prestigious music festivals.
Overall in 2014, Heineken grew by double digits, taking market share of premium lager in the UK to 18%, outperforming the closest UK competitors. The campaign was so successful that on average and across our combined digital channels, we reach every member of the brand’s target segment once every two weeks.