DIGITAL STRATEGY
Heineken celebrated its 150th anniversary in Australia by embracing the nation's enthusiastic passion for nicknaming anything and everything.
This initiative invited Australians to share their creative nicknames for Heineken, highlighting the brand's open mindedness and connection to Aussie culture.
B&T article
Participants had the opportunity to see their nicknames featured on digital billboards and beer taps across the country, fostering engagement and allowing them to invite their mates out for a beer with a billboard or social media tile!
The campaign was supported by a short ad featuring Daniel Ricciardo, who showcased various playful beer nicknames, such as "Mt. Frothiuszko" and "Daniel Beerciardo," all of which were printed on Heineken bottles in stores.
The campaign resonated with Australians' love for creativity and humour, positioning Heineken at the centre of local beer culture while celebrating the brand's legacy. It ran through various channels, including OOH advertising, social, and a dedicated microsite for the many nickname submissions.
I played a key role in developing the digital strategy and execution, collaborating closely with the agency teams to ensure the campaign's messaging was consistent across all digital platforms. My responsibilities included overseeing the digital mechanics for nickname submissions and managing the user experience on the campaign microsite.
Credits: Saatchi & Saatchi, UM, Herd SML, VMLY&R, PXP Australia, POLY, AFFINITY
