| 标题 | The Final Hashtag |
| 广告公司 | Publicis Italy |
| 广告战役 | The Final Hashtag |
| 广告主 | Heineken |
| 品牌 | Heineken |
| 首次发布日期 | 2016 / 5 |
| 行业领域 | 啤酒，苹果酒 |
| 剧情简介 | 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. |
| 哲学 | 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. |
| 问题 | Heineken wanted everyone in the city to know its product qualities during the month before the UCL Final in Milan. |
| 结果 | The Final Hashtag showed up on hundreds of outdoor ads in Milan and quickly spread on Twitter. |
| 媒体类别 | 户外广告 |
| 长度 | |
| 执行创意总监 | Bruno Bertelli |
| 执行创意总监 | Cristiana Boccassini |
| 摄影师 | Michele Gastl |
| 客户经理 | Lorenza Montorfano |
| 执行创意总监 | Marco Venturelli |
| 执行创意总监 | Luca Cinquepalmi |
| 联合创意总监 | Alessandro Candito |
| 战略企划 | James Moore |
| 客户主管 | Maria Elena Gaglianese |
| 文案 | Matteo Gatto |
| 客户主管 | Veronica Stellato |
| 美术指导 | Andrea Raia |
| 后期制作 | Studio Ros |
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