Heineken Silver: From gems to silver

Heineken Silver, a beer brand, launched a series of special events in the game Arena of Valor (AOV), introducing the first digital token, eKoin, to fuel its increasing growth in Vietnam, and sustain the success momentum by accelerating the eKoin for more audiences.

Campaign details

Brand: HeinekenAgency: Leo BurnettRegion: APAC

Strategy

Objective

Despite high penetration, there are still people who haven't held Heineken Silver in their hands. To further fuel its increasing growth, Heineken Silver needed to find more worlds to play in.

Target Audience

Heineken volume had been in steady decline in Vietnam. The launch of Silver - a refreshingly smooth session-able beer perfectly crafted to suit the taste palates of a young Vietnamese audience - started to halt this decline.

Heineken introduced eKoin - the first digital token from Heineken Silver, an earnable and collectable-based engagement...

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