R/GA, Marketing Agency
Heineken® Orbits Revamping a loyalty program to offer exclusive experiences.
Heineken is one of the most popular beer brands in Brazil. That popularity, however, does not translate to their aspirational target, Gen Z.
In order to become a leader on that space, R/GA and Heineken worked together to rebuild their existing loyalty app from scratch, focusing on exclusive experiences on the already existing universe of Heineken's sponsored events.
This two-year partnership resulted in a platform that gave not only exclusive access to it's users, but also served as a multi-purpose platform for Heineken's marketing efforts.
Brand Vision & Strategy
Brand & Verbal Design
Product Vision & Strategy
Product Design
Design System
Product Build and Development
Launch & Growth Strategy
550K
Total Users
4.7
App Store Rating
20K
Monthly Downloads
600+
Design Components
3
App Build & Releases
Brand Positioning
Brand Architecture
Verbal Identity System
Visual Identity System
Photography Art Direction
Brand System Guidelines
Packaging System
To reposition Heineken's loyalty app, the first step was to create a new Brand OS specifically for the target at hand: Gen Z.
With that in mind, and respecting Heineken's already well-established brand, R/GA pushed it's limits to bring a fresher looking sub-brand that could co-exist with any other Heineken's assets, all that with digital and product design in mind so that the brand would work seamlessly both on and offline.
Product Strategy
Product Design
Product Tone & Voice
Design System
Product Development
Product Maintance
The new app was designed around it's new core feature: Orbits. This feature allowed users to search and interact with the thousands of partners Heineken has all over Brazil, from bars to festivals, sports events to hidden stages.
The more people on each of those partners Orbits, the more experiences would be available for the users, creating an incentive for users to go out and experience the brand for themselves.
The app also featured Interest Orbits, which worked digitally and were hubs for national events, such as Rock in Rio and eSports competitions. For the users interacting with those Orbits at home, Heineken would have special experiences to enhance the events, such as exclusive livestreams, delivery vouchers for Heineken and even free tickets to enjoy the events in person on the next days.