» Enjoy the smoothness
Heineken is a longtime partner of the Uefa Champions League, celebrating football fans every year. This year’s global campaign is dedicated to «hardcore fans,» who are not the hooligans, but those who overcome limits, barriers, and stereotypes to follow their team.
Heineken
Agency
LePub // Publicis
Clios Awards 2024
Gold
Brand / Partnerships & Sponsorships
Silver
Partnerships & Sponsorships
Bronze
Creative Use of Data
1 shortlist
Spikes Awards 2025
Silver
Social Commerce
Bronze
Use of Real-Time Data
Bronze
Creative Commerce: Consumer Goods
2 shortlist
One Show 2024
Merit
Commerce / Social Media
Gongs Awards 2025
Gold
Best use of Direct
Gold
Brand Experience & Activation
Silver
Creative Effectiveness: Direct
Silver
Creative Effectiveness: Mobile &/Or Digital
Silver
Best use of Data
Adfest Awards 2025
Silver
Commerce: Innovative commerce
Silver
Digital and Social: Social Commerce
Silver
Mobile: Commerce
Bronze
Direct: Real time response
Bronze
Entertainment: Community engagement
Bronze
Mobile: Use of Social
» The Idea
Heineken’s «Enjoy the Smoothness» campaign transforms UEFA Champions League players’ celebrations into real-time discounts, encouraging fans to try Heineken Silver. We developed a proprietary visual data learning tool that identifies the start and end of a slide celebration, converting the distance travelled into corresponding discounts—the longer the slide, the bigger the discount.
Launched in Vietnam in partnership with Grab, Asia’s leading super app, these offers were seamlessly integrated into their e-commerce platform. Consumers could directly redeem discounts from our ads to the app, enhancing engagement and increasing sales for home consumption.
We launched with a post on Heineken Vietnam’s Facebook and Instagram, which garnered interest, and even consumers were tagging their favourite players to do a slide celebration.
Clios Awards 2024
Gold
Brand / Partnerships & Sponsorships
The offer garnered a 3.4x sales increase in the first match.
This generated almost 30,000 litres in just one week through the offer.
Heineken Silver being in Grab’s top 3 product listings.
The ‘Enjoy the Smoothness’ campaign had a clickthrough rate that’s 190% above the norm.
The entire country was buzzing, and within the first day of launch, we had already gained 500,000 impressions and over 10,000 organic comments on our social posts.