Fantenders

Heineken / BBH China
CREARCHIVE Score
59.4
HeinekenFantenders2025
Fantenders
BrandHeineken
AgencyBBH China
Award ShowD&AD
CategoryEXPERIENTIAL
Year2025
CountryChina
Description

Stagnant economy and rising labor costs force bars in China to close by 2 AM, leaving UEFA Champions League fans without venues for 3 AM matches. Heineken tackled this by launching a new late-night business model: FanTender. Hardcore football fans take over bars during European matches, keeping them open for fan gatherings. Unlike a traditional campaign, FanTender activation drew 448k "FanTenders" applications and activated the events across seven cities in China. Heineken and FanTenders helped bars operate during UEFA matches, achieving 250% average sales growth.

Awards
  • • D&AD — Experiential: Activation & Participation — Graphite Pencil
  • • D&AD — Experiential: Activation & Participation / Community Activations — Wood Pencil
  • • D&AD — Experiential: Activation & Participation / B2C Activations — Shortlist
Credits
BrandHeineken
ClientHeineken
Design AgencyBBH China
Entrant CompanyBBH China
Advertising AgencyBBH China
Production CompanyProdigious China, East Coast Studio
ShareXIN
HeinekenBBH ChinaD&ADEXPERIENTIALChina

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