Vietnam is a pivotal market for Heineken in Asia, where it holds a 44% market share and caters to a preference for less bitter beers. In tune with these preferences, Heineken launched Heineken Silver, a beer crafted to align with local tastes. To promote this new offering, we capitalised on Vietnam's burgeoning enthusiasm for football, engaging fans in a way that resonated deeply with their sporting passions. This strategic alignment helped foster meaningful connections and encouraged widespread trial of Heineken Silver.

We launched "Enjoy the Smoothness," a unique campaign that transforms every slide celebration in the UEFA Champions League into real-time discounts for our consumers. The longer the slide, the bigger the discount. We created a custom machine-learning model combining 2 data sets to achieve this. By capturing visual data analysis to detect when the slides start and end whilst also collecting live player data from the matches to calculate the distance. These offers were promptly shared on Instagram and Facebook, allowing consumers to easily click through from our ads to the Grab app and order their Heineken beer instantly and smoothly.

Vietnam's love for beer is well-known, but recent insights from the 2023 Brew Asia conference in Saigon reveal a preference for beers that are easy to drink. Consequently, Heineken have tailored their offerings for the Vietnamese market to enhance sales, notably with the introduction of Heineken Silver. However, to encourage widespread sampling, we capitalised on another passion that resonates with the majority in Vietnam—football. The sport's popularity soared following Vietnam's victory at the 2018 AFF Suzuki Cup, boosting viewership across football tournaments. Notably, the 2024 Asian Cup saw an 84% increase in viewership in Vietnam compared to the previous four years, highlighting the sport's growing appeal and many European teams have organised Asia tours in Vietnam during their summer break.

We launched with a post on Heineken Vietnam’s Facebook and Instagram, which garnered interest, and even consumers were tagging their favourite players to do a slide celebration. As the next Champions League match came and whenever there was a slide celebration, we fed the footage to our proprietary tool to automatically calculate the distance of the slide. We created a custom machine-learning model combining 2 data sets to achieve this. By capturing visual data analysis to detect when the slides start and end whilst also collecting live player data from the matches to calculate the distance. Once the calculation was done, we converted each distance into equivalent offers. For example, 2.5 meters would equal a 25% discount. We then chose the best slide of the night to be turned into sponsored ads for consumers to click through to the Grab app and order their beers on its e-commerce platform.

The ‘Enjoy the Smoothness’ campaign had a clickthrough rate that’s 190% more than the norm. The offer garnered a 3.4x sales increase in the first match. This generated almost 30,000 litres in just one week through the offer. This led to Heineken Silver being in Grab's top 3 product listings. The entire country was buzzing, and within the first day of launch, we had already gained 500,000 impressions and over 10,000 organic comments on our social posts.