Context

Seeking to strengthen its position as a leader in innovation and responsibility in the non-alcoholic beverage market, Heineken 0.0 launched a strategic video and display campaign in partnership with Smoot, the AI-driven digital media buying company.

The main objective was to link the brand to a healthy lifestyle and promote responsible fun, while highlighting the quality and innovation of its products.

Targeted at men and women over 18 in Mexico, the campaign focused on audiences who enjoy social events, bars and nightclubs, cinema, karaoke, and look for alternatives for designated drivers, as well as those following non-alcoholic beverage trends. It also reached audiences interested in gastronomic events, food fairs, craft beer, and restaurant guides, aligning with a dynamic food culture in constant evolution.

The Challenge

For Heineken 0.0, the challenge was twofold:

Demonstrate responsibility and fun

Highlight the brand’s quality and innovation

The strategy focused on identifying contexts that spoke to alternatives for responsible drivers, non-alcoholic trends, and social, sports, and entertainment events.The answer was a contextual marketing campaign built around emotions and brand values, divided into video and display formats.

The goal was for users to feel the trust in the product's quality and excitement about its innovation and market adaptability.

Favorable contexts were identified in social and cultural events, bars and clubs, movie premieres, and karaoke nights, promoting an active and healthy lifestyle. Combined with brilliant creative execution, the campaign positioned enjoyment above alcohol consumption, creating a unique impact.

The Solution

Through Smoot’s Generative AI, the campaign was aligned with values of fun, responsibility, safety, and well-being, and connected to emotions of trust, hope, relief, satisfaction, and motivation. This enabled more precise segmentation and higher user attention levels.

Thanks to Smoot’s ability to guarantee Brand Safety, over 12,000 monthly content pieces with potential negative impact were excluded. This led to a 27% reduction in wasted impressions, ensuring more precise audience attention.

By leveraging values and emotions to drive impact, during January and February the campaign achieved:

3.1+ million impressions

An 81% VTR

These results highlighted both the effectiveness and the resonance of the strategy.

“Working with Heineken 0.0 has been an exciting journey. The combination of creativity and strategy achieved exceptional results, exceeding our expectations and consolidating the brand as a benchmark in advertising innovation.”
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‍— Aline Suquet, Co Founder & Country Manager at Smoot

“The campaign not only strengthened Heineken 0.0’s connection with a healthy lifestyle, but also boosted the perception of quality and innovation of our brand. Thanks to a close collaboration between Heineken Brand, Media Buying (Dentsu), Smoot, and the application of Generative AI technology, we were able to engage audiences at the most effective emotional moment, positioning ourselves as leaders in digital innovation as well.”
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‍— Ursula Calderón, Head of Mexico & Americas CoE