Grupa Handlowa: Heineken

Challenge
In April 2009 Argonauts launched 4th in a row website for Heineken brand. It became a communication platform that brought into life newly created strategy TIME to EXCITE, implemented in all communication channels. Main aim of the strategy was to mimic Heineken key brand values: international character, innovation, premium quality, refreshment and creation of exciting moment, in real initiatives.

Strategy
Next contest promotes Heineken Extra Cold (innovative system for serving Heineken in the temperature 0 ). In specially prepared game, the user could become a bartender whose task was to served super chilled Heineken to the highest amount of Extra Cold bar’s guests. The winner goes to amazing Ice Hotel in Sweden to feel the EXTRA COLD atmosphere together with unforgettable party vibes.

Third contest, Heineken Tokyo Night is the most exotic adventure this year, that can be experienced by a master of Japanese calligraphy. The more precise the user mimics the original Kanji sign in the painting tool, the higher chances one has to get to know the secrets of one of the most crazy Asia’s capitals.

At the end of the year, there’s nothing better to celebrate NYE with Heineken in one of London’s best clubs! All needs to be done is to build the largest Metropolis, in which only your friend can help you!

Execution
Elaborated activities were placed on the Earth’s Globe, that became an epicenter of new Heineken www. Gdynia, Yukasarvi, Tokyo and London, are four places on Earth that Heineken invites its consumers – virtually (by taking part in competitions) and in real life – for the winners. Each of two-months-long contests, bring the users in Heineken World, where unique attractions are granted, in the name of creating only exciting moments. The Globe is supported by its satellites, that represent sub-sections such as: Open’er festival informative website, Heineken Blog – where the unique news about brand’s engagement in art, sports, entertainment initiatives and product section.

Online activities are supported by the online campaign where Argonuats are responsible for design and creation of all ad units.