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Lion - Heineken

Driving generation Z and Y to Heineken, at 370km/h

Flat-lay images of the mobile-first digital work that Affinity completed for Heineken and their F1 partnership in 2023

Potential

Heineken is a global sponsor of F1 – with their non-alcoholic beer Heineken 0.0. However, F1 is a highly cluttered sport with multiple brands competing for attention over a very short period during the Australian Grand Prix.

Heineken needed a way but needed a way to digitally connect with its core audience of Gen-Z who had recently become fans of the sport.

Realised

We created an online platform that our audience would interact across gaming, major F1 events, and digital experiences around the Melbourne Grand Prix. We created interactive data capture and social content plan to connect with our Gen-Z audience.

It all combined to make Heineken the beer of choice for F1 fans.

The Results

  • Increase in brand power
  • High user engagement and entries
  • Huge growth in customer database
  • If you would like to learn more about this work, get in touch

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