Heineken
Two conventions. Neither felt like one.
Client: HEINEKEN España · Agency: Ideas desde Cero · Year: 2017–2018
A sales convention usually means three days of meeting rooms, coffee and slides. For two years running, HEINEKEN Spain’s was something else: first a space camp, then a music festival. We won both pitches with the same proposal: let people live the company’s message for three days.
Challenge
HEINEKEN wanted to bring its entire sales force together for the biggest convention in its history: three days, 700 people and a different schedule for each of them. And it wanted them to go home with one thought: together, we can go as far as we want. It was the first time we’d been invited to pitch. And we won.
Idea
If we were going to ask them to aim for the stars, it was only fair to train them like astronauts. The result was Green House Camp: a NASA-style high-performance centre that only the best get into. In this case, their sales people.
The experience
The hotel became a space camp and nothing broke the story: the invitation, the jackets, the signage, even the PA announcements. Each regional team had its own star. And after graduation, a surprise: a message from Miguel López-Alegría, the first Spanish astronaut in history.
Challenge
A year later they called us again. And we won again. The problem was one we’d made for ourselves: how do you top a trip to the stars? On top of that, this time there were more than 1,000 people from across the company, and we had to find something that would move every one of them.
Idea
We were looking for something everyone would love, wherever they came from. And everybody listens to music. We created HEINEKEN SOUND and the convention was a festival, with the attendees as the stars.
The experience
Three days of live music in Málaga. Every room was a stage with its own style, from the Blues Club to the Beatles, and even the talks felt like a gig. With a battle cry borrowed from the Ramones: Hey ho, let’s go.
Result
For two years running, the company’s biggest date was something nobody wanted to miss.
David Mohedano · About · Contact · info@davidmohedano.com