Tuesday, April 17, 2012
Wednesday, March 21, 2012
Inspired by Heineken
Heineken is a company that has drawn my attention lately due to its excellent execution of an expansion strategy, while protecting the base business. This is possible behind the new campaign and continuous engagement with the consumers via digital.
The initial steps were made with the launch of the new campaign "Open your world" at the end of 2010.
The campaign objectives as I understand it are:
1) Reposition Heineken beer from a commodity drink that targets men fans of football into a fashionable drink for responsible drinkers (both men and women)
2) Expand into new channels: night clubs and new consumer segments: women
3) Convert drinkers of spirits and cocktails to beer
4) Reposition Heineken brand from a distant brand to an approachable, close to consumers brand
The campaign was launched via TV, with a pre-seeding on youtube and facebook. While the first channel ensures high reach, the latter channels drive 1:1 conversation with consumers and thus brings the brand closer to its consumers.
Teaser video on youtube before actual campaign launch:
Each of the TV copies and initiatives is executed as launch and leverage and addresses one of the objectives stated above:
- first TV "the Entrance" - with the objective to reposition Heineken beer as a drink for fashionable/trendy consumers
- social responsibility campaign that addresses objective 2 and 3 above
The social responsibility initiative was coupled with engagement of consumers into developing night club concepts.
- TVC "the date" aimed to help positioning Heineken as a drink for trendy people.
The TVC has been extraordinarily leveraged also digitally via "behind the scenes" video distributed via youtube and facebook.
- commercial initiative to leverage a TV copy "The Date" further by leveraging seasonal events (Valentine's day in this case).
This is also a best in class example of bringing to life a social media strategy via always on conversation calendar. This time, the initiative is called "Serenade" and it is a leverage of the TVC "the date".
- TV copy "the date" (see above)
the Serenade social engagement was executed in phases:
1) create buzz:
2) launch invitation:
3) Italian amplification:
4) closing:
5) wrap up package to continue engagement:
- commercial initiative to develop a limited edition bottle by leveraging open innovation and engaging with consumers. Main phases:
- launch - invitation to consumers to start designing the heineken bottle via facebook.
- phase 2- sharing the progress on the design competition
- phase 3 - selection of the finalists
At the same time, Heineken is protecting its base business (targets football fans) via sponsorship of UEFA Champions League.
Also here, digital is leveraged via 1:1 conversation.
More to come on the impact of the campaign on sales and equity.
The initial steps were made with the launch of the new campaign "Open your world" at the end of 2010.
The campaign objectives as I understand it are:
1) Reposition Heineken beer from a commodity drink that targets men fans of football into a fashionable drink for responsible drinkers (both men and women)
2) Expand into new channels: night clubs and new consumer segments: women
3) Convert drinkers of spirits and cocktails to beer
4) Reposition Heineken brand from a distant brand to an approachable, close to consumers brand
The campaign was launched via TV, with a pre-seeding on youtube and facebook. While the first channel ensures high reach, the latter channels drive 1:1 conversation with consumers and thus brings the brand closer to its consumers.
Teaser video on youtube before actual campaign launch:
Each of the TV copies and initiatives is executed as launch and leverage and addresses one of the objectives stated above:
- first TV "the Entrance" - with the objective to reposition Heineken beer as a drink for fashionable/trendy consumers
- social responsibility campaign that addresses objective 2 and 3 above
The social responsibility initiative was coupled with engagement of consumers into developing night club concepts.
- TVC "the date" aimed to help positioning Heineken as a drink for trendy people.
The TVC has been extraordinarily leveraged also digitally via "behind the scenes" video distributed via youtube and facebook.
- commercial initiative to leverage a TV copy "The Date" further by leveraging seasonal events (Valentine's day in this case).
This is also a best in class example of bringing to life a social media strategy via always on conversation calendar. This time, the initiative is called "Serenade" and it is a leverage of the TVC "the date".
- TV copy "the date" (see above)
the Serenade social engagement was executed in phases:
1) create buzz:
2) launch invitation:
3) Italian amplification:
4) closing:
5) wrap up package to continue engagement:
- commercial initiative to develop a limited edition bottle by leveraging open innovation and engaging with consumers. Main phases:
- launch - invitation to consumers to start designing the heineken bottle via facebook.
- phase 2- sharing the progress on the design competition
- phase 3 - selection of the finalists
At the same time, Heineken is protecting its base business (targets football fans) via sponsorship of UEFA Champions League.
Also here, digital is leveraged via 1:1 conversation.
More to come on the impact of the campaign on sales and equity.
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