Social video on HEINEKEN Green Room

Heineken® is one of the best-known brands in the world. But the company behind it, HEINEKEN (in capitals!), produces and sells more than 250 brands in over 70 countries. ILUMY worked with the global communications team and our partner Flickering Wall to help make sure all 81.000 employees are engaged with the HEINEKEN strategy and share their own stories.

How? By developing HEINEKEN Green Room, a social-video platform exploring global themes, such as ‘Brew a Better World’ and ‘Cool Marketing & Innovation’.  Whereas in many multinationals these kinds of themes are communicated top-down, HEINEKEN is taking a novel route. It is asking employee reporters on the ground in various countries, working in diverse roles on different brands, to show how they translate these themes into concrete plans and actions – using a variety of mediums including videos, blogs, photography and illustration.

Inside out
In another novel twist, Green Room is not just for HEINEKEN employees. Leading the way in a new trend, Green Room fuses internal and external communications. HEINEKEN recognizes the need for transparency to be a partner in the communities it operates in. So most content is freely available to the outside world. That means you can have a look at Green Room yourself: The challenge for ILUMY was to make the public content easily accessible, while ensuring confidential content was securelyrestricted to employees only. 

Heineken Green Room

Employee advocacy
A third communications novelty facilitated by Green Room is employee advocacy. HEINEKEN is counting on its employees to tell the company’s stories, not only to business partners, but also to friends and relatives. For this, Green Room features advocacy cards: bite-sized information about brands, country operations, sustainability and ‘the positive story of beer’. These fact cards can easily be looked up during conversation, or shared on social media.  

Streaming all over the world
All these innovations come together on Green Room. It provides a visually attractive and user-friendly interface, built on the robust Plek Media Engine, which also underpins our social-intranet platform Plek. Streaming videos to thousands of people all over the world, on devices ranging from desktops and tablets to smartphones, was a challenge. The Plek Media Engine provides top-notch hosting in a redundant private cloud and on-the-fly video rendering in various resolutions. And then we had to make everything work on Internet Explorer 8 and Windows Mobile, too…

The Plek functionalities built into Green Room make it easy to upload videos, advocacy cards, photo stacks, and articles, both for employee reporters and editors. HEINEKEN global communications can track usage in detail, including per country and per device. From this we glean that tablet use is most prevalent in Nigeria, and that Tuesday between 3 and 4pm is the most popular time to be on Green Room.

The ILUMY project team is proud to have delivered Green Room to HEINEKEN on time and to budget. And what better way to celebrate than with a nice cool Heineken®:


Innovation Unleashed

You know us: when there is a party for innovators we like to be there. So this week ILUMY attended ‘Innovation unleashed in Healthcare’, where a variety of organizations in healthcare asked innovators for input. It was a good opportunity for us to flex our creative muscle and exchange ideas with other clever minds.


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Imagine browsing a webstore and suddenly seeing your own face in one of the ads. Unlikely as this may seem, it is not outside of the realm of possibility anymore. Though we are all devilishly handsome, we do not feel much for finding our mugs in online ads. ILUMY is helping an initiative to reclaim ourselves.


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Plek in space

You know about internet, intranet and extranet, but how about outernet? Plek’s latest customer ATG-Europe is building it. ATG’s main activity is supplying highly skilled personnel to the European Space Agency – and Plek will help them share knowledge on subjects like jet propulsion and spacecraft aerodynamics.


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Virtual Stories

It’s the end of November, so IDFA is in town. Next to their showing of groundbreaking documentaries, they organized an exposition on immersive reality. Because this was a spitting distance away from our office, we couldn’t resist checking it out.

virtueel verhaal

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From farmer to front door


Willem&Drees (W&D) delivers fresh foods from local farmers to local consumers. Up to now only through supermarkets (e.g. Jumbo) and catering companies, but their dream was to connect producers and consumers directly – online. They are convinced that the stories and beliefs behind the farmers and their produce are as important as the products themselves. Which required a transactional site that’s all about experience. 

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The journey is the destination

As the days are getting longer, existential questions inevitably creep up on us. No, we at ILUMY don’t have the answer to the ultimate question about the meaning of life. But we do reflect with our clients on the meaning of their products, activities or services – more thoroughly than most agencies. For this, we chart the whole user journey, not just the part that takes place on the website or app. Some examples:

From farm to front door
Later this month we launch Willem&Drees Direct, where you can order fresh produce straight from your local farmer. Together with the client, we mapped the whole customer journey: inspiration, ordering, payment, email notifications, but also things like order picking, delivery times, and refunds. Because the whole customer experience is affected if one part doesn’t work.

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A Quantified Diabetic

At Quantified Self Europe 2014, ILUMY’s own Stefan Hoevenaar told a story about his father and how he measured his diabetic life. Trained as a chemist, Stefan’s father kept daily logs for 30 years with his blood sugar levels and personal notes explaining any discrepancies. This makes him a Quantified Selfer avant la lettre, with paper logbooks and hand-drawn annual graphs to understand himself and his disease, rather than today’s handy online services and mobile apps.

Preparing and presenting this story helped Stefan better understand his father, and made all of us at ILUMY think about better ways for application users to record and make sense of their data.

Social Bankers

Bankers are getting a bad rep lately. But not those in development finance. Through a number of state-owned development banks, such as FMO in the Netherlands and IDB in New York, these bankers provide government-backed loans to companies in developing countries. But although they all share the same lofty goals and visit the same far-away countries, they hardly work together. And this is where ILUMY comes in.

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Brandweer on fire

On two evenings last year, 500 Amsterdam firefighters came together to vote on innovations suggested by their colleagues. In the line of fire: communications advisor Remco de Korte, who pitched one of four shortlisted ideas (from a longlist of 36). He got the crowd all fired up about his mobile intranetapp.Brandweer IntraAppel taart2

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Innovation is disruptive change that makes people happy. We love innovators.