Heineken: The Negotiation
Felix Pels
Campaign details
Brand owner: Heineken Asia PacificLead agency: TEQUILA\Singapore (TBWA)Brand: HeinekenCountry: Indonesia and ThailandIndustry Beers, lagers, stouts, ciderChannels used: Earned media, buzz, Social mediaMedia budget: Up to 500k
Executive summary
Heineken highlighted its UEFA Champions League sponsorship in Thailand and Indonesia by secretly pitting men's desire for tickets to the final against their partners' dominance in home-furnishing decisions.
Heineken and Tequila wanted to get people in Indonesia and Thailand talking about Heineken's UEFA Champions League sponsorship: the goal of this campaign was...