Heineken needed to find a legitimate angle to position itself within
the gaming world. We conducted research to find behavioral patterns of
gamers in Brazil. Here you can find reports of surveys and subsequent
data analyses that culminated on the global Heineken gaming platform.
We then decided to launch a piece to speak directly with Brazilian PC culture... A fridge! Creative strategy concepted under the brilliant guidance of Andrey Tyukavkin.
We then decided to launch a piece to speak directly with Brazilian PC culture... A fridge! Creative strategy concepted under the brilliant guidance of Andrey Tyukavkin.
🥈 Silver / Clube de Criação (Film)
🧾 Shortlist / Cannes Lions (Film)
🥈 Silver / Effie Latam (XP Marketing)
🥈 Silver / Golden Drum (Content)
🥈 Silver / Cannes Lions (Integrated Brand Experience)
🥉 Bronze / Cannes Lions (Innovation in Gaming)
🧾 Shortlisted / Cannes Lions (Cultural Insight)
🧾 Shortlisted / Cannes Lions (Social Engagement)
Cultural Research
Research Design
Statistical Analysis
Psychometrics
Creative Strategy
Brand Strategy
FINDING
Many Brazilian gamers play online with friends they know in real life. It turns out that they also go out for beers, a lot.
Many Brazilian gamers play online with friends they know in real life. It turns out that they also go out for beers, a lot.
OLD WORLD VIEW
Online gaming is for "loners".
Online gaming is for "loners".
NEW WORLD VIEW
Online gaming is just as cool and sociable as going out. Maybe even more.
Online gaming is just as cool and sociable as going out. Maybe even more.
PROBLEM
Gaming is the new bar. But gamers often face interruptions: PCs overheat, fridges are far away.
Gaming is the new bar. But gamers often face interruptions: PCs overheat, fridges are far away.
BRAND
Fridges are the oldest social gadgets. If gaming PCs are ALSO social gadgets, they are but descendents of the fridge.
Fridges are the oldest social gadgets. If gaming PCs are ALSO social gadgets, they are but descendents of the fridge.
OLD WORLD VIEW
In PC culture, your setup should be built for BEST COMPUTING PERFORMANCE. It's holy.
In PC culture, your setup should be built for BEST COMPUTING PERFORMANCE. It's holy.
NEW WORLD VIEW
For Heineken, your setup should be built for BEST SOCIALIZATION ENJOYMENT. So we put beer front and center.
For Heineken, your setup should be built for BEST SOCIALIZATION ENJOYMENT. So we put beer front and center.
DIRECTION
Let's return to the origins. The ultimate Heineken fridge so happens to be a gaming PC.
Let's return to the origins. The ultimate Heineken fridge so happens to be a gaming PC.