Heineken Entertains with 2016 Sustainability Report
In 2016, we saw nontraditional sustainability reports gain traction with Patagonia's report, which swapped the text-heavy format for an image-laden report focusing on action and the outdoors. But the stand-out activation was Heineken’s video featuring a Dutch rapper and spoken word artist who delivered the report stats in a concise and compelling way. This year, the brewing company is taking an even more interactive approach – serving up data in a fun and entertaining way.
Recently Heineken released its 2016 Annual Report which, for the first time, combined the company’s annual and sustainability reports into one document. Not to be outshined by last year’s delivery, Heineken launched the report using an interactive website featuring an entertaining chatbot that presents viewers with ‘Would You Rather’ scenarios in the form of GIFs. For example, would you rather only be able to ask for a promotion in a sauna, or read the Heineken 2016 Sustainability Report? By engaging consumers in this fun and unexpected way, the company hopes to see a higher level of engagement with the report’s content.
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