To launch Calanda VITA 0.0, the new non-alcoholic lager inspired by the revitalizing spirit of the Graubünden mountains, Heineken Switzerland needed more than awareness — it needed relevance in an increasingly competitive non-alcoholic segment. Instead of traditional advertising, we designed a 360° campaign around Strava, a social fitness platform that connects millions of people through shared physical activity. In collaboration with Stellar Media and a local running club, we created a nationwide challenge that invited people to actively engage with the brand through movement. Supported by a fully integrated mix of digital, OOH and community touchpoints, the first-of-its-kind campaign connected real-world activity with measurable brand interaction at scale.
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impressions – 44% above benchmark
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challenge completion rate – 34% above benchmark
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brand image
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rotation at Coop among new product innovations
Challenge
With Calanda VITA 0.0, Heineken Switzerland entered a fast-growing but increasingly competitive non-alcoholic beer market. The challenge was not just to launch a new product, but to cut through category noise and establish real relevance with an audience that values active, health-driven lifestyles. Instead of relying on traditional communication, our goal was to find a way to connect the brand with this audience in a more authentic and participatory way.
Solution
We designed a data-led 360° activation built around one central idea: don’t just communicate movement — inspire it. At its core was the Calanda Steinbock Challenge on Strava, inviting people across Switzerland to complete 10 hours of physical activity within a month. To deepen engagement, we introduced Strava Art for the first time in the DACH region, creating a route shaped like the iconic Calanda ibex — transforming runs into branded, shareable moments.
The experience was amplified through OOH placements along high-traffic running routes based on Strava heatmaps, including special placements reflecting the shape of the Calanda can, alongside local community events and social activation. Timed around the Zurich Marathon, the campaign reached audiences at peak relevance and connected digital engagement with real-world participation.
Results
The first-of-its-kind campaign successfully transformed brand communication into active participation, placing Calanda VITA 0.0 at the centre of real-life movement moments. With over 11,000 participants and an 83.3% completion rate, the campaign significantly outperformed benchmarks and demonstrated strong engagement beyond traditional media formats.
More than two million impressions and highly targeted in-geo reach across Switzerland ensured visibility at scale, while early retail performance — including a Top 10 rotation at Coop — indicated strong traction at launch. Together, these results show how connecting real-world behaviour with brand interaction can drive both engagement and market impact.
“From the very beginning, we were excited by the idea of making Strava the heart of the campaign — creating something people don’t just see, but actively take part in. Together with dentsu, we developed an approach that brought Calanda VITA 0.0 naturally into moments of movement and community.”Sarina Hasler, Brand Manager Calanda
Heineken
A data-driven 360° campaign that mobilised participation through experience, community, and a first-of-its-kind Swiss challenge.
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