Insight
Boxing is the second most popular sport after soccer in Mexico. For this reason, Heineken needed an ambassador able to convey the essence of security and masculinity for this campaign. Nobody was a better fit for this than Sylvester Stallone, iconic character of "boxing”, with great popularity in Mexico for his role in the saga of "Rocky”. No doubt he would bring to the campaign the authenticity necessary in order to potentiate the brand’s message.
Strategy
The campaign was developed through four humorous videos, each one with a different story but with a similar element: Sylvester Stallone's advice to each protagonist with the strapline “Te Hace Falta Ver Más Box”. They focused on: a man singing in the shower, a man being afraid of cold environment, a guy watching romantic movies and a gentleman taking a Selfie. Luckily for each of these men, Stallone was there to save their day.
The strategy was to position the message first on digital platforms, considering habits and navigation behaviour. Starcom created a distribution system that would deliver each video based on its performance and historic views. This was the first time for Heineken to launch a video content campaign without considering TV on the first stage. One month after the activity, regular spots were released on TV.
Execution
#TeHaceFaltaVerMásBox became a social phenomenon. The phrase was adopted by Mexican society (both men and women, despite the brand being focused on a male target) especially among people aged 15-35 years (millennials) as a colloquial phrase used in social networks, blogs, everyday life (ex. whatsapp and face2face conversations) memes, videos and vines; even other brands began to adopt and tropicalise it to its products and services; such is the case of Gandhi libraries with billboards throughout the city with the copy: “You need to read more books“.
Heineken took possession of boxing territory by taking the lead in the conversation of the Fight of the Century / Pacquiao and Mayweather. People used the hashtag organically to comment and share humour around the fight. It was so relevant, that it’s still used on social networks in regular conversation.
Results
By the end of the campaign, Heineken reached 31.7 million views in social platforms Facebook and YouTube and more than 360 million impacts on TV campaign (second month).
The campaign was so transcendent, that people began to comment they had seen the spot on TV when the campaign ran only in digital. The impact of this campaign on digital transformed the credibility and awareness scheme beyond TV.