Heineken Hyper Hack
The Brief.
Bringing together Facebook London’s first 3-day hyper hack for Heineken and Publicis UK. Using Heineken’s current campaign ‘Open Your World’ TVC, develop a purpose-driven idea that brings meaning to Open Your World. How can we change the global brand from being seen as superficial to a brand that stands for openness?
Heineken Hyper Hack Introduction.
To get everyone geared up and excited for a full 3 day hack, we took Honda’s amazing 'Keep Up' video and did a Heineken skin. This was not used for commercial purposes.
The Process.
The 3 day hyper hack was spilt had 4 groups. Each team were required to build a creative campaign and strategy that aligns to ‘Open Your World’ TVC message. All routes should follow Facebook best practice and the 70-20-10 framework.
My role was to go between all 4 teams, helping them on creative ideas to then mocking up ideas for all teams, including supplying the team with pre-hack assets I had created. At the end of the 3 day hyper hack, each team presented back to Heineken client.
Idea 1
Bringing back to everyday relatable topics, the idea is to create short videos sharing a topic in common to then ending with an insight you may or may not agree with. The line ‘Lets Grab a Beer’ is to remove differences and judgements and connect people with something they enjoy.
Idea 2
Idea 3
We will reverse-target people, exposing them to people unlike them, people with different POV, challenging their openness. Over time we serve more provocative, more challenging differences. Pushing the boundaries to everyone's openness, and hopefully, eventually discussing it over a beer...
Ad 1: First ad is very simple and targets someone with similar interests: Foodies/millennials
Ad 2: Follows with a challenging 'unlike you' title about something you might like or care about.
Ad 3. The third ad challenges you with a far more deep rooted belief or viewpoint - introducing a twist.
Ad 4: The video ends with a clear CTA questioning how open is your world. It will drive to FB Event/human Library or can be a Chat Bot invite.
How does it work?
FB as a platform as it makes more sense for the stories to connect to the audience vs Instagram. We’ll create on-the-go personalised videos in FB and build ad-sequencing (3 ads/wk).
For impact, stills or very short Videos with a very subtle movement. Target the ads by localisation, interests, demographics
Idea 4
Campaign idea extension would be called ‘Tell A Bigger Story’. Rather than go into a long ad, we want a message clear in the first 3 seconds, but the longer you watch, the higher the frequency of the key message as well as the reward. It’s not about whether someone finishes the video ad, they can enter and leave anytime and it will still leave you with the same message as a full featured ad.
On Facebook, we use what we know about people (location, interests, age, income level, etc.) to target them with ads they will like. Ads that will cause a positive reaction. The aim of the short series is to create a reaction. that will be intense provocation, self-exploratory and create curiosity.
The Anti-Climate post - first launch in-feed
Target the English - expecting an OK reaction
Target Manchester United fan - expecting a medium reaction
Target Eco Conscious - expecting a possible negative reaction
Roles/Credits.
Creative Shop Director - Andrew Keller
Creative Strategist - Aaron Griffiths
Creative Strategist - Ginevra Capece
Creative Strategist - Tim Styles
Creative Strategist - Barry Christie
Creative Director - Sabina Begum
Art Director - Sabina Begum
Head Designer - Sabina Begum
Motion Editor - Sabina Begum
Heineken Beer image - Stella de Smit
Heineken glass image - Dave Weatherall
Footer image - Christian Gertenbach
Services.
Strategy
Concepting
Branding
Art Direction
Digital Design
Motion Graphics
Print
Client.
Heineken
Agencies.
Facebook
Publicis UK
Back to Work