D&AD
London
ABOUT
Stagnant economy and rising labor costs force bars in China to close by 2 AM, leaving UEFA Champions League fans without venues for 3 AM matches.
Heineken tackled this by launching a new late-night business model: FanTender. Hardcore football fans take over bars during European matches, keeping them open for fan gatherings.
Unlike a traditional campaign, FanTender activation drew 448k "FanTenders" applications and activated the events across seven cities in China. Heineken and FanTenders helped bars operate during UEFA matches, achieving 250% average sales growth.
AWARDS
D&AD Award - Wood Pencil
MADEIT CREDITS
-
HeinekenClient
-
Alicia ZhaoTV Producer -
Allen ZhangDigital Strategy Director -
Anna TomasettiHead of Creative Communications -
Cenri ChenBusiness Director -
Coco ChangSenior Account Manager -
Davy ChauHead of Planning -
Ikki WangCopywriter -
Kelly PonChief Creative Officer -
Ken WangPrint Producer -
Liam ChenSenior Editor -
Owen OuArt Director -
Tiexin LiGroup Creative Director -
Tiffany WangTV Producer -
Zizi ShiAssociate Creative Director -
D&AD
