The Objective
To coincide with the UEFA Champions League, Heineken wanted to go beyond traditional advertising impact. The goal was to connect neighbours through football.
The idea: turn each letterbox into a sign of identity. Each home would receive a flyer with a sticker of the team the recipient supported, so that other neighbours could discover shared interests and start conversations within their own community.
The Campaign
Before defining the delivery zones, TRAYCCO carried out a specific study to identify the areas with
the highest potential for success.
- Age distribution
- Socio-economic level
- Population density
- Residential typology
- Concentration of collective housing
With this information, the neighbourhoods with the greatest capacity to generate interaction between
neighbours and maximise the campaign’s impact were selected.
More than a flyer, it was created as an element that invited the user to interact with the campaign and leave their visible mark on the building.
Elements combined in a single piece A5 flyer:
A Die-cut sticker with removable adhesive
A QR code to the campaign landing page
A Unique PIN printed using variable data
The results
Every neighbour who received the flyer could place their teamʼs sticker on the letterbox, making their football passion visible and creating a spontaneous map of allegiances in each block of flats.
This case should not be sold as a "letterbox drop". It is an example of data-driven proximity marketing, where every decision, from the area to the piece, responds to a strategic objective.
"A simple sticker turned thousands of letterboxes into a meeting point for fans."