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Bruno Bertelli
Bruno Bertelli
GLOBAL CCO Publicis WW & CEO Publicis Italy at Publicis Italy
Milan, Italy
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TitleThe Final Hashtag
Agency
Campaign The Final Hashtag
Advertiser Heineken
Brand Heineken
Date of First Broadcast/Publication 2016 / 5
Business Sector Beers, Ciders, Lagers
Story Heineken wanted everyone in the city to know its product qualities during the month before the UCL Final in Milan. So we included in a single hashtag all the product qualities, along with a call to action - tweet it right to win tickets for the Final. This way, the recipe itself became the entry ticket for the match. To enter the contest, all you have to do is to tweet the hashtag to @Heineken_IT . The Final Hashtag showed up on hundreds of outdoor ads in Milan and quickly spread on Twitter. 
Philosophy The hashtag is: #AcquaMaltoLuppoloeFermentazioneOrizzontaleDa143AnniIlSegretoHeinekenTwittaloGiustoeVinciLaFinaleUCL
The english translation of the hashtag is: #WaterBarleyHopsAndHorizontalFermentationAreTheSecretsOfHeinekenSince1873TweetItRightToWinTheUCLfinal 
 
This year, the UEFA Champions League Final will be held in Milan. So, during the second half of May, Heineken uses the most discussed topic on social networks to talk about something people may not know: its own product qualities. Heineken does so by creating The Final Hashtag: a contest that lets people win the tickets for the Final match. To enter the contest, all you have to do is to tweet to @Heineken_IT the hashtag that showed up on hundreds of outdoor ads created by Publicis Italy and placed all over Milan. By doing this, people will spread both the Heineken product qualities and the instructions to enter the contest itself: these informations have been condensed in one hundred characters, the maximum limit allowed by Twitter. Just by seeing the tweet on their feed, users will receive the message and immediately understand how to enter the contest.
Problem Heineken wanted everyone in the city to know its product qualities during the month before the UCL Final in Milan. 
Result The Final Hashtag showed up on hundreds of outdoor ads in Milan and quickly spread on Twitter. 
Media Type Outdoor/Out of Home
Length
Executive Creative Director
Executive Creative Director
Photographer
Account Manager
Executive Creative Director
Executive Creative Director
Associate Creative Director
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