Ho Chi Minh City, Vietnam – Heineken Vietnam has launched a new campaign for its Heineken Silver by embodying the tagline “Enjoy the Smoothness,” which was inspired by a footballer’s celebration slide. The new local campaign was developed alongside LePub Singapore and Leo Burnett Vietnam.
The “Enjoy the Smoothness” campaign works as follows–Heineken gives fans instantaneous discounts on Heineken Silver through Grab for each goal during live football games that is celebrated with a player sliding smoothly.
To do this, LePub Singapore and Leo Burnett Vietnam created a proprietary machine learning model for the marketing campaign that integrated two data sets and used visual data analysis to determine the beginning and finish of the presentations. They also computed the distance of each player’s slide using real-time player data from the matches. The discount increases with the length of the slide.
During the UEFA Champions League quarterfinals in Vietnam, “Enjoy the Smoothness” was introduced. More slides—as well as discounts—are planned leading up to the finals in June.
Speaking about the campaign, Anna Bizon, marketing director at Heineken Vietnam, said, “’Enjoy the Smoothness’ kicked off with a powerful and unstoppable shot from Bernardo Silva, followed with a beautiful 1.7-meter knee slide celebration, equating to a 17% discount on Heineken® Silver. The response to this campaign has been phenomenal, with a growing number of fans celebrating goals with Heineken® Silver this football season.”
Meanwhile, Cyril Louis, global executive creative director at LePub Singapore, stated, “In a country that’s crazy about football, we had the idea of making Heineken® Silver’s smooth taste synonymous with the smoothest knee slide celebrations, and let fans enjoy the match with a Heineken® Silver in hand – it’s an unexpected way of showcasing Heineken® Silver’s unexpected smoothness.”
