Global campaign in 6 hours or less
Heineken came to us in 2018 with some lofty social media goals as they wanted to make their brand synonymous with UEFA Champions League games. To do so, they proposed creating Instagram posts, Instagram Stories, YouTube videos, and Facebook ads from a combination of seven game moments over two game days. These moments are chosen based on newsworthy goals, unique events in the game, and the most shared moments on Twitter. These videos, stories, and ads will then be served to customers who have interacted with Heineken or a UEFA team.
But wait, there’s more! With markets in over 50 countries such South Africa, Italy, India and Ecuador to name a few, Heineken did not only need an exciting, up-to-date and beautifully edited set of social media posts to release the morning after the match; Heineken needed a way to turn back the clock to render out over 300 videos with the right combination of the 7 chosen moments, in over 40 languages in six hours—two nights in a row! Sounds impossible, right?
So how did we do it? One of the major advantages TBM has on it’s competitors is our 24hr service. At 9pm European time, it is still only 1pm in our office in Vancouver. Unlike other companies who work with offshore production providers, TBM London and TBM Vancouver are the same company, owned and operated by the same group of directors. This made the handover between the European and North American offices is completely seamless. The London office could work with the European agencies all day, to set up transcription, assets, legals, etc and then they could seamlessly handover to the Vancouver team, who could render all the videos overnight, ready for global delivery first thing in the morning.
Beyond the major aspect of this campaign that is the chosen moments from the games, most countries have a specific Heineken product shot at the end of the video that changes to that specific market’s needs.
And in an effort to really highlight the global nature of the campaign, the end of the videos zoom out of the world from their specific region—ending with Heineken’s perfect slogan “Never Miss A Moment.”