All I Want for Christmas is Heineken

CAMPAIGN

Heineken

2017

Silver – Effies 2018

Silver – Hall of Fame (Best Use of Digital) 2018

Bronze – Markies 2018

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How Heineken gave everyone what they really wanted for Christmas.

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INSIGHT

Many people aren’t sure what to gift. So they choose to err on the side of caution. The result: hundreds of thousands of clichéd gifts end up being exchanged, be it random socks, Christmas sweaters, notebooks or even hand cream.

IDEA

Introducing ‘All I want for Christmas is Heineken!’

We created the Heineken Christmas ‘Gift-O-Rater’ online portal, where people could measure what their gifts were worth. Each gift’s value was measured in bottles of Heineken – the benchmark of a truly worthy gift.  

 

Pre-Christmas, people could use it to decide if their intended gifts were good enough. Of course, they could choose to gift Heineken instead through the website.

 

Post-Christmas, we swapped disappointment for joy – people could exchange their unwanted gifts for Heineken, based on how much their gift was worth.’t sure what to gift. 

RESULTS

With a digitally-led and on-ground campaign, brand perception increased by 5%, with a total of 13 million impressions and over 260,000 interactions. These exceeded targets by 168%. Year-on-year sales increased 7% – amounting to US$7.4 million. Most importantly, everyone got what they really wanted for Christmas – an ice-cold Heineken.

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IMPRESSIONS

MILLION

260,000

INTERACTIONS

$7.4

IN TOTAL SALES

MILLION

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HEINEKEN GIFT-O-RATOR

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FINALE EVENT

Exchange your gift for a Heineken at Lau Pa Sat

 And If you were still unhappy with your gift, we had a finale event on Boxing Day at Lau Pa Sat, Singapore’s iconic food court, where Singaporeans had the chance to exchange their gifts for Heinekens right then and there!

HAPPY

RETURNS

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Agency: DDB, Singapore