Heineken
Heineken had a unique problem. There are 16 rounds of UEFA Champions League matches. The global marketing team wanted to create unique match day reminders that are relevant to a global audience watching across several time zones and all supporting their own teams. This had not been successfully done before. What was needed was instead of making one message, create an array of individually tailored messages that could be varied to regional locales and products.
Champions League Match Reminders
INDG closely collaborated with Boomerang Create and saw this as an opportunity to show how we would live up to our twin mottos of "Every Product Playable" and "Quality at Scale."
All aspects of the production, from the establishing background scene to the hero bottle labels, to the colors of the stadium stands, were built as "hot-swappable" modular parts that could be assembled and endlessly recombined for total content customization. Texts were being dynamically altered based on time of day per locale, language and actual teams playing against each other, together with added country-dependent icons, resulting in dynamically generated content, placed on a variety of social channels, including Facebook, Instagram and YouTube.
In the end…
The result was not a singular message but hundreds of pieces of rich marketing content, automatically localized and formatted for each of the channels.