Heineken recruits ex-Bachelor contestant Olena Khamula for Formula 1 activation

Heineken is gearing up for the Formula One with a live video stream activation featuring ex-Bachelor contest Olena Khamula which gives passers-by the chance to win a VIP experience.

Interactive billboards will run across Perth, Melbourne, Sydney and Brisbane

The ‘More than a race’ activations, which are appearing in locations with heavy pedestrian activity across Perth, Brisbane, Melbourne and Sydney, aim to connect with customers ahead of the Formula One Rolex Australian Grand Prix.

The live-streaming interactive billboards, created with JCDecaux, feature Heineken hostesses who will communicate with passers-by using real-time video technology. Sydney, Brisbane and Perth consumers will have the chance to win “the ultimate Heineken Saturday VIP experience” at the Formula One. In Melbourne at Southern Cross Station, those interacting with the activation can instantly win tickets to the event.

To drive awareness of the campaign and encourage interaction, Heineken has appointed Khamula to lead the search for the VIP experience winners, who will have to “prove their worth”, a statement from Heineken said.


Nada Steel, marketing manager, Heineken, Lion Australia, said the activation brought Heineken’s “progressive brand values to life”.

“We wanted to create an idea that would excite our audience and deliver an innovative and memorable experience for consumers,” Steel said.

“By bringing an Australian-first interactive live video stream media panel activation to the Australian public, we are confident of creating a high level of excitement worthy of launching our Heineken Formula 1 partnership.”

The campaign will also run across TV, out of home advertising, digital and on-premise activity.

Heineken will also have a consumer activation cube at Fatto Bar & Cantina in Melbourne and will debut Heineken Saturday which will feature UK group Rudimental and local artist Hayden James.


  • Zenith Opti: Media
  • JCDecaux: OOH Supplier
  • Momentum: Creative & Experiential
  • Red Agency: PR


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