We seized our consumers with our local activation of 'The Road to the Final' campaing. In a competitive market environment especially feared: Supermarkets (35% of the industry and the most relevant channel for premium consumption) competing with many international and handcraft beers that took over the shelf spaces and also fighting the favourite chilean beer brands. Heineken “took the floor” of the modern off trade through a promotional and Pallet Ready innovation campaign which included strong presence of digital platforms. We achieved to envolve our consumers on an integrated promotional new experience.

Our UCL activation delivered extraordinary results for our brand in both business and equity issues: the activation viral video achieved more than 1 million views in 6 days (equivalent to 12% of internet use in the country) and was one of the most viewed videos in YouTube the day of the final. It also brought lots of media attention with more than 200 USD free PR.

We also achieved extraordinary numbers in terms of Volume, Market Share and SOVI results: +19% the month of the activation vs last year´s date, (+56% in supermarkets), +3 points in Supermarket Market Share and +4 in Share Visibility in Supermarkets.