Heineken Serenade!

Heineken Global CR Gold Award

Heineken “Kαντάδα” Ρουβάς

Ρουβάς youtube live video interview

In order to promote Athenian Brewery’s Heineken product, Hill+Knowlton Strategies Athens further maximised an engagement platform known as the “Heineken Serenade” to encourage and enable young men to ask a girl out and go on a legendary date of their own.

The idea behind the campaign was to inspire surprising demonstrations of bold behaviors on “the world’s most legendary date”.  The platform, which was implemented globally in February 2012 and had only one month duration consisted of two basic interactive element through a dedicated Facebook application and a YouTube live event to drive engagement and excitement.H+K Strategies identified and succeeded in recruiting the Greek mega star singer Sakis Rouvas. The partnership with Rouvas included a series of tactics in the digital and traditional landscape, escalating with the recording of his own Serenade/ video clip production and appearance in Heineken Serenade Live Event on the YouTube in February, 14 2012..
The campaign in Greece had a huge impact, which resulted in Athenian Brewery being ranked fourth worldwide in achieving 6.500 serenades and 600.000 million impressions in one month.