Heineken proposes to transform the relationship between neighbors based on a shared passion: football. Within the framework of its campaign “Where there are fans, there are more friends”, the brand takes its positioning to the domestic environment with an action that seeks to convert neighborhood communities into spaces for social connection during the UEFA Champions League season.

The initiative, developed together with DentsuX and NTeam Comunicación, is based on a double reality: while football acts as a universal language capable of generating bonds – 75% of fans claim to have met new people thanks to their hobby – a significant part of the urban population maintains little relationship with their closest environment. Faced with this, the brand proposes an activation: using mailboxes as identification points where residents can point out their favorite team and discover affinities with those who live around them.

The action has been launched in neighborhoods of Madrid such as Tetuán and Madrid Río, with the aim of reaching more than 100,000 mailboxes and nearly 250,000 people. In addition, the initiative is expanded nationwide through a digital platform that will allow new communities to be added and approximately 5,000 additional mailboxes to be added.

As an incentive, the most participatory community will be rewarded with a collective experience: the organization of an event to watch the Champions League final with their neighbors. “We want to show that, sometimes, the person with whom you can celebrate a goal is much closer than you imagine”said Marta Moreno, Marketing Manager at Heineken Spain.

The proposal thus connects with a context in which, according to data from the FOESSA Foundation, up to 23% of the population in large cities claims not to maintain any relationship with their neighbors. Faced with this scenario, the brand proposes recovering closeness through shared interests, moving its discourse from communication to activation in the everyday territory.