Cansado de frequentar sempre os mesmos bares? A Heineken tem a solução! O Hei App é um novo aplicativo que ajuda os consumidores a descobrirem bares em São Paulo com curadoria exclusiva da marca. Inspirado nos apps de namoro, ele permite que você “combine” com bares de forma rápida e prática, renovando sua vida social com novas experiências.
O que é o Hei App?
O Hei App faz parte da campanha global Bar Dating, criada para incentivar os consumidores a explorarem novos estabelecimentos. Segundo uma pesquisa da Heineken com a Onepoll, 68% da Geração Z e Millennials frequentam sempre os mesmos bares, mas 66% gostariam de conhecer lugares diferentes. Além disso, 60% dizem que sua vida social poderia ser mais ativa.
Com base nesses dados, a Heineken lança o conceito Talvez seja hora de sair com outros bares, incentivando novas experiências. A campanha estreia nas redes sociais da marca e conta com vídeos promocionais.
Como funciona o Hei App?
O Hei App é como um Tinder para bares! Basta deslizar para cima ou para baixo para curtir, salvar ou passar um bar sugerido. Com uma curadoria especializada, o app indica bares de qualidade, oferecendo conteúdo exclusivo e promoções especiais na compra de Heineken.
Outro diferencial é que o Hei App funciona como um organizador de rolês. Você pode planejar saídas com amigos, sugerir datas e locais e descobrir os melhores bares da cidade sem dor de cabeça.
Campanha
Disponibilidade e expansão
O Hei App já está disponível para download na Google Play e Apple Store e é restrito a maiores de 18 anos. A Heineken também planeja expandir o app para outras cidades brasileiras, trazendo mais bares e conteúdo exclusivo.
“Queremos incentivar nossos consumidores a descobrirem mais bares e explorarem a cena noturna de forma leve e divertida, com a curadoria e conteúdo exclusivo que só a Heineken pode oferecer”, afirma Elbert Beekman, gerente de marketing sênior da marca no Brasil.
Para Felipe Cury, copresidente e CCO da LePub São Paulo, o Hei App é uma solução para quem quer fugir da mesmice. “Muitas pessoas criam laços com um único bar, mas a Heineken quer mostrar que é possível conhecer novos lugares sem perder a qualidade e a diversão.”
O aplicativo será atualizado com novas sugestões de bares e contará com a curadoria de nomes influentes da cena cultural, transformando cada rolê em uma experiência única.
FICHA TÉCNICA BAR DATING
Heineken Global
Head of Global Heineken® and Premium Brands: Nabil Nasser
Heineken® Global Brand Strategy and Communication Director: Daniela Iebba
Heineken® Global Communication Manager: Guilherme de Marchi Retz
Heineken® Global Communication Manager: Nalini Bhagwandin
Heineken® Global Communication Manager: Alessandra Cavarra
Heineken® Brand Global PR Lead: Jonathan O’Lone
Heineken® Brand Global PR Lead: Joey Brophy
Heineken® Global Head Digital Consumer Innovation: Natacha Volpini
Heineken® Global Digital Manager: Laurens Griep
Heineken® Global Digital Manager: Bob van Iersel
Heineken® Global D&T Project Manager: Paul Suurmeijer
Heineken Brazil
Heineken® Brazil Marketing Vice President: Cecília Bottai
Heineken® Brazil Sr. Marketing Director: Eduardo Picarelli
Heineken® Brazil Sr. Marketing Manager: Elbert Beekman
Heineken® Brazil Marketing Manager: Fernanda Leitão
Heineken® Brazil Growth Manager: Estela de Olivera Marcondes
Heineken® Brazil Head of Brand PR, Communities & Influence: Adriana Teixeira
Heineken® Brazil Brand PR: Camille Nunes, Pedro dos Reis Duarte
Heineken® Brazil Brand Experience and Sponsorship Director: Guilherme Bailão
Heineken® Brazil Brand Experience and Sponsorship Manager: Rafael Golfe
Heineken® Brazil Brand Experience and Sponsorship Team: Thais Gonçalves, Alan da Silva Nascimento, Paul Robert Alampi
Heineken Italy
Heineken® Italy Marketing Director: Michela Filippi
Heineken® Italy Marketing Manager: Myrsini Tsoukaki
Heineken® Italy Sr. Brand Manager: Alice Divišová
Heineken® Italy Brand Manager: Elena Bellini, Virginia Campitiello
Heineken® Italy Jr.Brand Manager: Davide Pavoni
Heineken® Italy External Communication Manager: Ilaria Zaminga
Heineken® Italy Jr. Communication Specialist: Sofia Devecchi
Heineken® Italy Media & Integrated Communication Manager: Luca RImoldi
Heineken® Italy Digital & Media Manager: Veronica Bianco
COMMS CAMPAIGN
LePub Milan
Global CEO LePub, CCO LePub Worldwide: Bruno Bertelli
Global Chief Creative Officer: Cristiana Boccassini
Co-Chief Creative Officer: Mihnea Gheorghiu
Global Executive Creative Director & Chief Invention Officer: Andrey Tyukavkin
Executive Creative Director: Eoin Sherry
Executive Creative Director: Felipe Ferreira
Creative Director: Corina Patraucean
Creative Director: Rainor Marinho
Head of Art: Andrea Ferlauto
Associate Creative Director: Giulia Trimarchi
Associate Creative Director: Gian Marco Panichelli
Associate Creative Director Digital Art & Design: Valentino Borghesi
Associate Creative Director: Geo Joseph
Senior Designer: Fabio Iacomino
Junior Designer: Peter Sjo
Art Director: Emanuela Gein Lombardi
Copywriter: Natasha Anatra
Global Head of PR & Communication: Isabella Cecconi
Senior PR Manager: Luca Orioli
Head of Strategy: James Moore
Senior Strategic Planner: Alex Moore
Strategic Planner: Davide Brock
Experience Strategist: Filippo Riccardi
Global Client Service Director: Shirine Aoun
Global Client Service Director: Ilaria Castiglioni
Group Account Director: Luigi Palma
Account Executive: Candida Franchi
Chief Production Officer: Francesca Zazzera
Head of TV Production: Anna Sica
Producer: Giada Sidoti
Art Buyer: Caterina Collesano, Giorgia Bellondi
Production & Print Manager: Daniela Inglieri, Tina Paolella
LePub São Paulo
Copresident and CCO: Felipe Cury
Copresident and CSO: Aldo Pini
Executive Creative Director: Greg Kickow, Rafael Alves
Creative Director: Yan Prado, Leandro Vilas Boas, Leone Damião
Associate Creative Director: Leandro Valente, Raphael Valenti
Copywriter: Maria Eduarda Galvão
Art Director: Kaynã Michelin
Creative Production Director: Caio Rodrigues
Creative Production Manager: Beatriz Takahashi
Senior Creative Producer: Fernanda Ceratti, Yuri Westermann
Operations & Business Executive Director: Aline Garcia
Account Director: Gabriela Ferrante, Juliana Dantas, Larissa Neves
Account Manager: Lucas Araque, Marina Roge
Content Director: Dayana Teixeira
Content Manager: Thais Vargas
Content Supervisor: Karina Silva
Community Manager: Gabriele Prieto
Executive Strategy Director: Mariana Corradi
Strategy Director: Marília Duran
Strategy Manager: Mansur Atique, Estela de Luca
Media Director: Priscilla Leite
Media Manager: Jussara Bezerra
Chief Communication Officer: Paula Ganem
Communication Manager: Mafê Malozzi
Photographer, Editor, and Coloris: Thiago Britto
Executive Producer: Ana Carolina Toledo
APP/WEBAPP DEVELOPMENT
LePub Milan
Copywriter: Zelda Ridgway
Motion Designer: Dario Lipani
3D Artist: Francesco Boccadoro
Digital Producer & Project Manager: Kejsi Haxhi
LePub Amsterdam
Head of LeGarage Amsterdam: Francois Rousseau
Digital Production Lead: Keefe Cordeiro
User Experience Designer: Greta Bosisio
Digital Creative: Alejandro Gutierrez
Copywriter: Nikolay Malchev
Digital Creative: Daniel Vazquez Seoane
VIDEO PRODUCTION
Director: Jake Dypka
Production Company: Wanda Production
Executive Producer: Anthony Bargis
Line Producer: Yannick Lebot
EP (Local): Aurimas Pukevi
Head of Production (Local): Ramojus Petrauskas
Line Producer (Local): Vytautas Jakutis
Production manager (Local): Ema Cielyt
DOP: Nicholas Morris
1st AD: Jacques Eberhard
Production Designer: Lucie Libotte
Liquid Stylist: Schaschky
Costume designer: Liate Cohen
VIDEO POSTPRODUCTION
Editor Dir Cut: Jack Singer @ Stitch
Editor offline main film: Stuart Greenwald
Editor offline digital film: Tommaso Bianchi/Andrea Besana
Postproduction: Prodigious
Head of post-production: Alfredo Beretta
Postproduction Producer: Camilla Colabona
Editor online: Luca Fornaciari
Colour Grading: Company 3
Colourist: Matthieu Toullet
Colour Producer: Kerri Aungle
Post audio: Disc To Disc Productions Milano
Sound design & Mix: Antonio D’Ambrosio
Audio Producer: Paola Calovi
MUSIC
Music Company: Sizzer
Consultancy & Supervision: Richard Aardenburg, Veronika Muravskaia
Song: “I Want to Know What Love Is”
Artist: Foreigner
Writer: Mick Jones
Label: Atlantic Records
Publisher: © Somerset Songs Publishing (GMR) All rights administered by Warner Chappell Music Holland B.V.
PHOTO PRODUCTION
Photographer: Francesco Bittichesu
Retouch: MGCR Studio – Mattia Giani
Production Company: Wanda Production
Photographer for Milan’s Bars+ retoucher: Andrea Donadoni
Photographer for Roma’s Bars+ retoucher: Marco Meomartini
Set Designer: Erika Viola
Production House: ARTALENTS srl
Producers: Alessandra Ruiu e Giovanna Ruiu
The Romans (PR strategy and global coordination)
Managing Director: Kate Brazier
Associate Creative Director: Jordan Kavanagh
Senior Account Director: Sophie Lambert-Russell
Account Director: Normandie Tottman
DENTSU global
Global Strategy Partner: Simon Bielby
Global Account Director: Milo Meulenkamp
Senior Client Manager: Fagan Hughes
Planning Lead: Cristel de Ridder
DENTSU Italy
Client Director: Silvia Moroni
Business Partner: Nicoletta Mirra
Video Leader: Daniela Oppes
Digital Leader: Francesca Anzani
Client Manager: Silvia Scalzi
OOH Specialist: Serena Marotta
Communication Strategy Director: Silvia Garagnani
Communication Strategist: Angelo Osma
Head of Branded Content: Sara Borsani
Branded Content Manager: Nicolò Smerilli
DENTSU Brazil – Digital Media
Executive Business Director: Caroline Bassi
Media Director: Raphael Cunha
Media Manager: Cleberson Luque
Business Manager: Ana Carla Melo Sartori
Business Supervisor: Julia Santos
Media Supervisor: Jullyana Ferreira
Media Senior Analyst: Maria Eduarda Custodio
Programmatic Media Manager: Tiago Holanda
Programmatic Media Analyst: Lucca Martins Gomes, José Rafael Bezerra
CÍRCULO CRM
Project Manager – Camila Moura
Planning leader – Aline Fanti
Editor – Marina Costa
Creative Director – Polyana Tarquinio
Marketing Cloud Senior Analyst – Otavio Ikegami
LEMA+ | Community & Influencer e Press
CO-Founder & COO: Letícia Zioni
Partner & CCO: Guilherme Maia
Account Manager: Maria Puebla
Services and Project Manager: Felipe Klingelhoefer
Creative Strategy Manager: Felipe Vaitsman
Creative Strategy Coordinator: Sidney de Oliveira
Strategy Leader: Andrés Piza
Creative Strategist: Domênica Pinheiro
Creative Copywriter: Stella Carvalho
Creative Art Director: Ruan Araújo
Creative Art Director: Daniel Magalhães
Community & Influencer Coordinator: Gabriela Rossi
Community & Influencer Specialist | HNK Regular: Maiara Vieira
Community & Influencer Specialist | HNK 0.0: Guilherme Alves
Community & Influencer Assistant: Artemis Pantazopoulos
Press Officer Manager: Luís Dolci
Press Officer Coordinator: Piero Rossini
Press Officer: Mayara Grosso
Press Officer: Isabella Gomes
Press Officer Assistant: Fernando Bocardo
ATENAS | Brand Experience Agency
CEO: Denise Garrido
VP: Quercia Andrade
Operations Director: Miucha Benetti
Business Director: Renata Bernicchi
Account Director: Carla Cipullo
Project manager’s: Isa de Lucca and Simone Gomes
Creative Director: Luciane Mônaco
Copywriter: Thiago Campelo
Copywriter: Pedro Paulo Piva
Art Director: Thiago Sindeaux
Art Director: Pedro Paoliello
Director of Scenography: Diego Ognibeni
Director of Scenography: Wado Gonçalves
Head of Strategy: Vinícius Lotti
Strategic planner: Rike Volpato and Fernanda Tiozo
Production Director: Soraia Zillochi
Production Manager: Tatiani Patrício
Production Executive: Pedro Pereira and Raphael Nelli
Artistic direction: Camila Vaz
INC PR Agency
President and CEO: Pasquale De Palma
Vice President: Paolo Mattei
PR Director: Novella D’Incecco
PR Manager: Alessandra Dinatolo
Senior Media Relations Specialist: Virginia Matteucci
Media Relations Specialist: Arianna Brasca
Media Relations Specialist: Lucia Severi
Junior Media Relations Specialist: Mina Rizzi
NSS
CEO & Co-Founder: Walter D’Aprile
Senior Project manager: Carmen De Cristofaro
Project Manager: Camilla Rosi
Social Media manager: Giorgia Gaddini
PR & Talent manager: Gianpieer Castillo
Senior Producer: Giada Tinelli
Head of Editorial Content nss magazine: Francesco Abazia
Head of Social Media nss magazine: Ilaria Grande
