| Título | The Final Hashtag |
| Agencia | Publicis Italy |
| Campaña | The Final Hashtag |
| Anunciante | Heineken |
| Marca | Heineken |
| Fecha de primera difusión/publicación | 2016 / 5 |
| Sector Empresarial | Cervezas, sidras, cervezas ligeras |
| Sinopsis | 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. |
| Filosofía | 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. |
| Problema | Heineken wanted everyone in the city to know its product qualities during the month before the UCL Final in Milan. |
| Resultado | The Final Hashtag showed up on hundreds of outdoor ads in Milan and quickly spread on Twitter. |
| Medio | Exterior |
| Duración | |
| Director ejecutivo de creación | Bruno Bertelli |
| Director ejecutivo de creación | Cristiana Boccassini |
| Fotógrafo | Michele Gastl |
| Responsable de cuentas de agencia | Lorenza Montorfano |
| Director ejecutivo de creación | Marco Venturelli |
| Director ejecutivo de creación | Luca Cinquepalmi |
| Director creativo adjunto | Alessandro Candito |
| Planificador estratégico | James Moore |
| Ejecutivo de cuentas | Maria Elena Gaglianese |
| Responsable de conceptos / redactor | Matteo Gatto |
| Ejecutivo de cuentas | Veronica Stellato |
| Director artístico | Andrea Raia |
| Postproducción | Studio Ros |
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