#HeineQueen

Heineken sponsored Madonna’s concert in Brazil and seized this unique opportunity to create an unforgettable, authentically Brazilian brand experience.

The main objective of the “HeineQueen” project was to strengthen Heineken’s emotional connection with the Brazilian audience, leveraging the unique opportunity of Madonna’s visit to Brazil to close out her Celebration Tour with a historic concert in Copacabana. The campaign aimed to transform this once-in-a-lifetime event into a massive engagement platform, capitalizing on the Brazilian fans’ passion for music and Madonna.

The focus was on creating an unforgettable and authentically Brazilian brand experience that would resonate with the audience. To achieve this, the central strategy involved ensuring the brand’s prominent presence throughout Madonna’s time in Brazil. This action aimed not only to generate direct exposure but also to spark a ripple effect of spontaneous media coverage, social media engagement, and a strong increase in the brand’s association with the event.

Seizing the opportunity to sponsor Madonna’s concert in Brazil, Heineken created an authentic and grand brand presence that represented the Brazilian spirit. Heineken aligned itself with the passion and fervor of Brazilian fans, celebrating the unique culture and energy that only Brazil can offer when welcoming a global icon. The brand was integrated meaningfully into the event.

The inspiration came from the “rules” that Brazilian fans follow when welcoming their idols:

A warm reception
Creating a grand “ship”
The saga of reaching the stage
Heineken embraced these “rules” and built its campaign around them, crafting a brand experience that went beyond simple sponsorship.