The campaign employed innovative data-driven activation, transforming UEFA Champions League players' slide celebrations into instant discounts. Launched in partnership with delivery service Grab, Asia's leading super app, and leveraging Vietnam's fervent love for football and beer, this campaign provided a deeply engaging and memorable interaction with Heineken Silver for fans.

Execution: Vietnam’s profound passion for football and beer set the stage for a unique campaign that merged real-world events with digital engagement.

Heineken Silver, a beer crafted to meet local preferences, was promoted through a creative activation that turned celebratory goals in live UEFA Champions League matches into an exhilarating consumer experience.

We developed a machine-learning model that captured visual data from the players' celebratory slides.

By analyzing match footage in real-time, the model identified the start and end points of each slide and calculated the distance traveled. This data was then converted into discounts: the longer the slide, the bigger the discount offered.

These dynamic discounts were immediately integrated with Grab’s platform and shared through live updates on Instagram and Facebook. Fans could seamlessly redeem these offers through Grab, enhancing their viewing experience by connecting the thrill of the game with tangible rewards.

Results: The "Enjoy the Smoothness" campaign created a powerful engagement, spotlighting Heineken Silver’s market presence through innovative data use: - Achieved a clickthrough rate 190% higher than average promotional campaigns. - Sales boosted by 3.4 times during the first match after the launch. - Nearly 30,000 litres of Heineken Silver sold within the first week. - Heineken Silver ranked in Grab's top 3 product listings. - Garnered 500,000 impressions and over 10,000 organic comments on social media within the first 24 hours.

Conclusion: This campaign exemplifies the power of ambient and activation strategies by merging real-time data with consumers' passions.

By transforming football celebrations into an engaging consumer experience, Heineken not only amplified sales and brand presence but also fostered a memorable connection with its audience.

The "Enjoy the Smoothness" campaign stands as an exemplary model for how data-driven creativity can enhance consumer engagement in sports and gaming environments.