Client Challenge: Trefpunt-PRISM first came up with the Holland Heineken House concept in 1992 for the Olympic Games. It is a place where both Dutch fans and athletes can come together throughout the sporting event and celebrate Dutch achievements with the in-house medal ceremonies. There are also daily sports and music programmes which are hosted by well-known presenters, guest speakers, Dutch musicians & DJ’s.
The clients brief from the beginning has been to make a global beer brand adopt mental ownership of the Orange feeling and national pride without coming across as old fashioned.
The most recent example of the Holland Heineken House concept was in Sochi, Russia for the 2014 Winter Olympic Games. Heineken's brief was to once again display operational excellence and construct an on-brand venue for Dutch athletes and fans to integrate with each other during the Olympics.
PRISM Solution: We wasted no time in setting up the plans for Sochi, implementing a comprehensive plan, coordinating the various stakeholders and executing the project up until the very end. Throughout the Olympics, we developed a daily sports talk show programme that engaged both fans and athletes, helping to create memorable experiences of the event within a Heineken branded area. This was also streamed live online.
The concept of a Vitality Campus was also created, with partners NOC*NSF Unilever, DSM and Achmea having their own unique space to present themselves to the public. We devised the name, identity, secured the staffing and were responsible for production and programming of this area.
Furthermore, the whole project involved Trefpunt-PRISM taking charge of logistics, hospitality, transport, planning, entertainment, suppliers, crew, ticketing and permits. It also meant managing the building of the Holland Heineken House from scratch in Russia, which was executed with the usual 'can do' PRISMatic attitude.
Results: As with the previous 11 activations of this concept, the 2014 Sochi Winter Olympics execution was hugely popular, setting the benchmark for the home away from home compared to the other national houses.
Over 1,000 fans and athletes visited Holland Heineken House each day, translating to roughly 18,000 throughout the competition, engaging with each other and the Heineken brand.