“We’re taking consumers on a journey with us,” said Alexis Nasard, Chief Commercial Officer at Heineken International. In today’s Brand Innovator Spotlight, learn about Heineken’s journey into online and global marketplaces.
Storytelling that Resonates with the Audience
If confidence means stepping into any social situation without missing a beat, then the protagonist of Heineken’s new “Open Your World” campaign is confidence personified. In the commercials, he walks into parties and restaurants with poise, greeting each multi-cultured guests with the appropriate salutation.
“Heineken wants to elevate our drinkers by showing the aspirational behaviors,” explained Nasard. “Our consumer knows how to navigate the world, is confident, open-minded and resourceful.” As the storyline progress, this quintessential gentleman will continue to display what it means to have class.
Online and Global Approach
“Thinking digitally is no longer an after thought; it is a component that needs to be fully integrated into the campaign from the very beginning,” said Nasard. As audiences head online for content, Heineken plans on meeting them there with their advertising campaign.
Before the first commercial aired globally on TV, it displayed on YouTube, attracting over 4 million views. The newest commercial is also viewable online, not making an appearance on TV for several months.
“Open Your World” will be Heineken’s first global campaign in over 5 years.
Forming an Emotional Connection
The interactive nature of online marketing allows Heineken to reach their audience in new ways. People can watch behind the scenes footage of the commercials, letting them get closer than ever to the Heineken brand.
“This type of interactive entertainment enables consumers to form an emotional connection with the film, and the brand as a consequence,” explained Nasard. Heineken will soon provide a video-editing feature, allowing individuals to send personalized date invitations. Hopefully, consumers can find love in both the real world and Heineken’s new campaign.
