HEINEKEN FINANCIALMARKETS CONFERENCE 2016HO CHI MINH CITY, VIETNAM

Ho Chi Minh City, Vietnam | May 11-12, 2016 | Heineken NV

HEINEKEN FINANCIALMARKETS CONFERENCE 2016HO CHI MINH CITY, VIETNAM

Digital Marketingin VietnamAndre KooMarketing Manager – Heineken®, Vietnam Brewery Ltd

1

AgendaDigital Marketing in Vietnam

Digital Landscape in contextRelevance for the Beer Category

Winning in Digital with Heineken®

2

What is Digital Marketing / Social Media

* Search Engine Optimisation** Pay Per Click

Digital Marketing: Covers all digital touchpoints including Digital TV, SMS, Digital LCDs, etc.

Social media: User and collaborative content shared online

Social media marketing: the process of gaining traffic and/or attention through social media platforms

Most digitally integrated campaigns are a combination of content marketing, banners adverts and social media, never social media alone

Digital Marketing

Internet Marketing

Search Marketing

Digital TV

SMSSocial Media

Content Marketing

Banner Ads

Email Marketing

MobileSEO* PPC**

Digital LCDs

3

Spend on digital media is growing rapidly, ahead of traditional spend

Source: Kantar Media, AdEx gross spend over TV & Print & Radio 2015* Full Estimated Online Spends Source: Ad forecaster

Traditional media spending

2010 2011 2012 2013 2014 2015 2010 2011 2012 2013 2014 2015

Digital media spending

CAGR of 18% CAGR of 81%

4

0

200

400

600

800

1000

1200

1400

1600

2010 2011 2012 2013 2014 2015

TV Print Online Spends

..and online spend increasing share of FMCG media spend

Total FMCG spend breakdown (in $M)

Digital Spends; Top 50 sites in Vietnam – iTrackerFMCG – Fast Moving Consumer Goods

Source: Kantar Media, AdEx gross spend over TV & Print & Radio 2010-2015

5

6.15

1.77

0.440.75

0.57

5.11

1.04

6.41

1.62

0.500.79 0.69

4.82

1.59

6.96

1.59

0.50

0.880.74

4.93

2.03

6.74

1.52

0.530.79 0.73

4.58

2.16

0

1

2

3

4

5

6

7

8

Online Traditional TV Traditional radio Traditional press Gaming PC/Laptop/Tablet Mobile

2012 2013 2014 2015

Consumer consumption of media is changing

MEDIA CONSUMPTION BEHAVIOUR OVER TIMENumbers of hours per day typically devoted to the following:

Online media consumption is capturing the most consumer attention, with mobile increasingly the preferred medium

Main Online Activities:#1 Online Video Portal (e.g. YouTube)

#2 Search Engine (e.g. Google)

Source: Vietnam Global Webindex Market Report

HOURS

6

The social platform landscape is evolvingWhilst facebook is the most popular platform, the number of new local digital platforms are increasing and booming (zalo)

35 millionusers

5 millionusers

7 millionusers

3 millionusers

25 millionusers

1 millionusers

1.7 millionusers

14 millionusers

ASK.FM0.4 million

users

BADOO 0.3 million

users

VINE 0.5 million

users

Source: Click Data Report 2016. Total registered Vietnamese users, Feb 2016

45 millionusers

7

Expanding online consumption beyond traditional video, photo and text

Before 2016 2016

Some digital content formats have evolved

to satisfy “new-world consumers” demands Moving to

more vibrant dimensions

Source: Click Data Report 2016

8

AgendaA New Look at Vietnam

Digital Landscape in context

Relevance for the Beer CategoryWinning in Digital with Heineken®

9

Alcohol is one of the leading online conversation topics

Top 10 topics of online conversation% consumers who talked about

the subject online in the last month

0% 10% 20% 30% 40%

Non alcoholic drinks/soft drinks

Music

Healthcare/ pharmaceuticals

Grocery products (food)

Films

Online services/applications

Fashion/clothing

Alcoholic drinks

Computers

Mobile phones 34%

33%

29%

27%

27%

23%

22%

22%

21%

21%

Source: Vietnam Global Webindex Market Report

10

Changing media spend in the beer category

Source: Kantar Media, AdEx gross spend over TV & Print & Radio 2010-2015Digital Spends; Top 50 sites in Vietnam – iTracker

Huge growth in digital media spending

Traditional media still important and growing, albeit at a lower pace

Heineken® brand investment reflects this trend

2010 2011 2012 2013 2014 2015

Total Vietnam

2014 2015

Total Vietnam

Beer category spend on traditional media

Beer category estimated spend on digital

CAGR of 34%

YOY +43%

11

2010 2011 2012 2013 2014 2015

Heineken® Other

Heineken® is the leading beer brand in digital conversation

Source: Boomerang Social Listening report

12

AgendaA New Look at Vietnam

Digital Landscape in context

Relevance for the Beer Category

Winning in Digital with Heineken®

13

“Becoming the #1 beer brand most talked about online, and generating positive conversations”

14

Heineken® - Digital platforms in practice: 3 case studies

1. Champion the Match 2. Cities

Campaign

3. Festive Star Gifter

15

Global Campaign– Local Top Spin

360°

INTEGRATED

CAMPAIGN

LIMITED PACKAGING

ADVERTISING (TVC*, PRINT & OOH**)

DIGITAL

PROMOTIONS

EXPERIENTIAL

PUBLIC RELATIONS

* TVC – TV commercial** OOH – Out of Home

16

Source: Publisher, Facebook, Comscore

ACT 1 ACT 2 ACT 3

TOTAL REACH TOTAL INTERACTION

26MILLION

3.5MILLION

L o c a l To p S p i n :

T H E G R E AT E S C A P E

L o c a l c h a l l e n g e :

T h e m a t c h s t a r t s a t

1 : 4 5 a m a n d V i e t n a m e s e

M a n o f t h e Wo r l d c a n n o t

g a t h e r f r i e n d s t o w a t c h

t h e U C L g i v e n s o c i a l

r e s t r i c t i o n s s u c h a s

o u t l e t s c l o s i n g a t 1 2 a m

17

Source: Publisher, Facebook, Comscore

MEGA EVENTS IN HO CHI MINH CIT Y, DA NANG & NHA TRANG: 170,000 AT TENDEES

10.5MILLION

27.5MILLION

TOTAL REACH TOTAL INTERACTION

18

Heineken® Cities:Be the insider of your city

LIMITED PACKAGING

ADVERTISING(TVC*, PRINT & OOH**)

PROMOTIONS

DIGITAL

EXPERIENTIAL

PUBLIC RELATIONS

360°

INTEGRATED

CAMPAIGN

* TVC – TV commercial** OOH – Out of Home

19

Source: Publisher, Facebook, Comscore

Local Top Spin :

OPEN THE WORLD

IN OUR CIT Y

Local ins ight :

Those who know

their c i ty real ly wel l

l ike to show others

the way around

7MILLION

28MILLION

ACT 1 ACT 2 ACT 3

TOTAL REACH TOTAL INTERACTION

20

FESTIVESTAR GIFTER

LIMITED PACKAGING

ADVERTISING(TVC*, PRINT & OOH**)

PROMOTIONS

DIGITAL

EXPERIENTIAL

PUBLIC RELATIONS

360°

INTEGRATED

CAMPAIGN

* TVC – TV commercial** OOH – Out of Home

21

Source: Publisher, Facebook, Comscore

ACT 1 ACT 2 ACT 3

TOTAL REACH TOTAL INTERACTION

13.6MILLION

27MILLION

Local Top Spin :

STAR GIFTER

Local chal lenge:

Man of the World

feels pressure to give

many nice gifts , as i t

i s a s ign of what he

has become, but

doesn’t receive any

gifts for h imself

22

Summary

Digital is an increasingly important media platform in Vietnam, and is seeing significant growth particularly over the last three years

Beer features prominently in the digital conversation

Heineken® is leading in terms both share of voice and conversation, providing key learnings for other brands

Digital is a key focus, both in making global campaigns locally relevant and amplifying the impact of local initiatives