To tell busy, working men that Heineken’s home draught system – The SUB – will give them some time to themselves, we created an online film where at any moment you can click and give the main character a break with The SUB. The film tells the story of a couple’s hectic move into a new home. The man just can’t seem to find time for a Heineken unless you help him get it. Each time you click, he gratefully responds from within that scene and wanders off to find a Heineken SUB hidden in his apartment. When he’s had his moment with The SUB, he returns to exactly where he left off and the story continues. There are 29 different ways for our lead character to leave the story, giving viewers a real sense of control over the film.

The interactive film was created first as a 60-second story with divergent stories branching off at any moment in the film. This meant we had to shoot as much as possible in chronological order to avoid continuity lapses and time each snippet of storyline perfectly when programming the experience in HTML.

The interactive film was hosted on the Heineken website and accessible for both desktop and high end mobile devices. It became the source of a highly targeted, programmatic campaign. Over a period of 30 days, various online media including display ads, cinemagraphs and short promotional films helped drive traffic to the interactive experience, reaching a million viewers in Italy alone.

The campaign ran first in Italy and will be rolled out across other markets successively. Data from the Italian market confirms that the interactive movie is performing above expectation.

Over a period of 30 days, the campaign reached 3.3 million people in Italy alone. More than 966 thousand people watched the interactive movie. And the lead character in the film? He was given an incredible 216 hours of quality time by viewers clicking on the film!