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2016 One Show - Social Media

Le Big Swim

Agency Ogilvy & Mather / London

Client Heineken
BACK TO RESULTS

Annual ID

SM16032M

About the Work

Kronenbourg 1664 faces stiff competition in Britain, where it competes with hundreds of other beer brands and where the quality of French beer is sometimes greeted with scepticism. So we found the one French export Britain adores: Eric Cantona. Then we got him to issue a challenge to British beer drinkers: If 10 000 of them agreed with him that Kronenbourg is the best-tasting beer in the world, he’d swim the English Channel. Within hours, tens of thousands of people agreed with Eric and the press got involved too, sustaining organic coverage for 6 whole weeks and generating more than 105 pieces of press. We then released a second film, confirming Eric’s swim, before releasing the big event. But just how swam took everyone by surprise. Results: 16 million social media views, 66.3 million earned reach, number 1 UK social FMCG campaign (Nielsen/Headstream), 4% sales increase.