it
What's important is your
attitude. Like the brand
values of Heineken® you need
to be open-minded, confident
and resourceful
BRAND BUILDING
"Local market activations were developed in key
markets, including the UK, Netherlands, Italy, Brazil,
India and Argentina. They all created their own
top-spin," reveals Dario. "In India they used 'The
Candidate' as a springboard to fill a new, local position
as a Heineken® social reporter for the Champions
League final. At the end of'The Candidate' video
they encouraged applications by asking 'who's next?'
In Brazil they developed a partnership with ESPN,
coinciding with the Champions League trophy tour
of Rio. A Twitter conference was organised, from the
handle @thecandidate during which Guy also tweeted
live and answered questions from media and fans."
Hire and Higher
'The Candidate' campaign has achieved multiple
measures of success. "Firstly, we have found our new
intern. Guy is managing the restyling of the Champions
League room in the Heineken Experience in Amsterdam
and travelling the world as a social reporter on the
road to the UEFA Champions League final, including
following the Trophy Tour organised by Heineken®."
The campaign metrics have also been extremely
positive. "On our YouTube channel alone the video has
been viewed over A million times. Most viewers are
watching the video from start to finish. It suggests
a consumer fascination and engagement with the
Watch
Heineken®-The Candidate
on YouTube
campaign. Added together, the viewing time of the
video totals almost 15 years!
It's not only the quantitative measurements that have
demonstrated success. "We measure online sentiment
and it has been very positive towards the campaign. It
has also achieved a high credibility rating. People don't
think it is fake, which is important within social media.
Since this campaign we have seen similar videos appear,
claiming to be 'inspired by The Candidate.' It's a big
compliment when people copy you and it continues to
position Heineken® as a global leader.
'The Candidate' was designed as a one-off campaign,
but it is generating currency for the future. "As well
as highlighting the brand values of Heineken®, this
campaign has innovated the sometimes boring process
of recruitment, and inspired conversation. It has
managed to reach its goals on many levels."
Stadium screens at
a UEFA Champions
League game were used
to announce the new
intern's success
f
i MUi
6 World of HEINEKEN Edition 2 2013
