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Heineken launches its global campaign ‘The Candidate’

In India, Heineken will leverage ‘The Candidate’ as a curtain raiser to its UEFA Champions League activation

BestMediaInfo Bureau | Delhi | February 22, 2013

Heineken, the world’s leading premium beer brand has activated its global campaign - The Candidate. In India, Heineken will leverage ‘The Candidate’ as a curtain raiser to its UEFA Champions League activation, as it sets out to recruit a Heineken Social Reporter. One lucky consumer will get an opportunity to report on the Finals Live from Wembley, London. The attempt is to recruit a lucky football fan, who is digitally and socially savvy, creative, witty, passionate and eager, to report on the UEFA Champions League Final weekend for Heineken’s Social Media channels in India.

When Heineken needed an intern for its Event & Sponsorship Marketing team; they decided to do things differently. All job interviews are usually the same - same questions, same prepared answers; but Heineken, from amongst the 1734 applicants, wanted to find the one person who displayed creativity, passion and wit under pressure. How did they manage this?

They drew up a shortlist of interviewees and invited the young hopefuls to Amsterdam to see what they were really made of –while secretly filming the process. The result is ‘The Candidate’– a behind-the-scenes video demonstrating the resourcefulness of young job-seekers as they were forced to respond to extraordinary circumstances - holding the boss’ hand; reviving him as he ‘blacks-out’ during the interview; and, finally, helping rescue a stranded Heineken employee from the roof after a ‘fire-alert’. How they responded spontaneously to each situation helped determine who was best suited for a job at Heineken’s HQ in Amsterdam (Intern for the Event & Sponsorship Marketing team). The film created from the interview process, has been made into a ‘content offering’ for Social Media.

The winner, Guy Luchting, has secured a placement based at HEINEKEN HQ, Amsterdam. His job includes accompanying the UEFA Champion’s League Trophy as it makes it way around the world, prior to arriving at Wembley for the Final on May 25th.Says Guy, “I didn’t know what was happening at the job interview. First they take my hand and I think ‘Hey, that’s friendly’, and then suddenly, the interviewer falls on the floor, and the next thing I am outside the building hearing the fire alarm! It was all quite crazy and unexpected. Having been selected, I am extremely excited to start this job and experience the UEFA Champions League”

Cyril Charzat, Global Brand Director at HEINEKEN, commented, “Congratulations to Guy, he really demonstrated the qualities we value at HEINEKEN – creativity, spontaneity and passion. With The Candidate, we want to encourage young adults to get out of their comfort zone and through innovation of thought and skill they can experience success – as did Guy.”

Watch the video here:


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