Advertising and Marketing

Moving Ads from Theaters to Web to TV Opens Their World

Beer marketer increases spending with longer spots 9/26/2011 12:01:00 AM Eastern

Heineken this month launched
the second set of commercials
in its new “Open Your World”
campaign. The spots start as 90-second
“! lms,” appearing online and in movie
theaters before making their TV debut in
high-pro! le venues such as NBC’s Sunday
Night Football
. Heineken also arranged for
a feature about making the latest film to
air on IFC. Heineken USA CMO Lesya
Lysyj explains the beer importer’s strategy.

What is the message you’re trying
to get out with the “Open Your
World” campaign?

“Open Your World” is Heineken’s cohesive
strategy that gives the brand one global
voice. It supports a long-term journey
to reclaim Heineken’s worldly positioning
and emphasize its premium quality.
Heineken inspires and enables its drinkers
to be “men of the world.” With film [spots]
like “The Entrance” and “The Date,” we’re
tapping into situations where we know our
drinkers want to demonstrate their con! -
dence and worldliness, as well as their ability
to navigate any social situation.

Did you adjust your target audience
when you changed the campaign?
Who is the target audience?

Our target is 21-to-34-year-old males,
honing in on the multicultural millennial
market segment. Ethnic and millennial
consumers are the largest and fastest-
growing demographics in the U.S.,
and the fastest-growing category among
that group is “Important” to “Upscale.”
Further, imports are more popular
than crafts among that demographic.
That being said, it is clear that there
is a huge opportunity for Heineken
among this segment. More specifically,
the “Open Your World” campaign was
developed to appeal to the upscale,
progressive “Man of the World” that
can navigate any social situation with
con! dence—such as when making an
entrance at a party or going on a date.

How is making these films different
from traditional commercials?

The complexity and depth of the spots
creates a closer resemblance to movies
than traditional ads, and the cinematic
quality and character-driven stories
allow the consumer to form a deeper,
long-term emotional connection with
the films, and thus the brand.

After the new film “The Date” appeared
in theaters, the ad first ran
on Sunday Night Football. Why
Sunday Night Football?

When searching for a high-profile, masstargeted
TV program to launch in, our
thoughts immediately went to the NFL.
Ratings have been record-setting coming
off of last season, and Sunday Night Football
in particular achieved record ratings
in its first airing of the season last week.
Our presence here will reach our consumer
target and our business/distributor
system, kicking the campaign off in a
very big way with a primetime audience
of 20-plus-million people.

Is there a lot of sports on your TV
schedule? What other shows and
networks will the spots run on, and
how were those outlets selected?

Live sports and top studio programs make
up less than half of our total TV spend, but
sports is a key context in which to connect
with our core male consumer. Our consumers
are “men of the world,” and their
interest goes beyond traditional male programming.
We follow their viewing habits
by including networks like Comedy Central,
Discovery, History, Food Network and
more. We also buy smaller niche networks
like IFC, Current and Palladia.

Can you tell me more about your
arrangement with IFC?

As part of our buy with IFC, they will air
our “making of” video for The Date. We felt
that this network, with its focus on film,
would be the perfect place to showcase
this additional content about the magic of filmmaking, presented with bit of wit and
humor. Film, music and the arts are areas
that our “man of the world” is passionate
about, so it only makes sense to partner
with a network dedicated to these areas.

Are you using more TV or less TV
than in previous campaigns? Can
you give me a round number, or a
percentage change?

In general, we’re using more TV, and
more long-form commercials, than in
previous years. We’ve almost doubled
our total weeks on TV. While digital
is growing and"crucial to campaign
success, TV continues to be the first
entry point"to engage"a vast majority
of viewers.

The film’s also running on YouTube.
Your previous ad, “The Entrance,”
got a lot of viewership online.
Is the TV driving those views,
or are you doing other forms of
promotion? Will the fi lm be online
in other locations, and how
does online video compare to TV
as far as marketing muscle?

Our digital approach was extremely
important to this campaign, and our
overall strategy. We know our target
demographic prefers to consume media
digitally, so we broke away from traditional
beer advertising to reach them online
months before we premiered the spot on
television. This strategy helped drive the
online conversation for our brand’s fans. "

Online video also provides a platform
for additional content, such as “The Legendary
Making of ‘The Date,’” which helps
build a deeper emotional connection to
the Legends’ stories, thus the brand.

How do you judge whether the
campaign is effective? How has the
brand been performing?

The digital debut of “The Date” proved
to be a successful strategy, as its total
views to date has already eclipsed the
award-winning “The Entrance,” garnering
more than 8 million YouTube views.
Also, since the online release of “The
Date,” Heineken has shown positive volume
trends each month, up four points
since April, according to Nielsen.

What can TV executives do to make
the medium more useful to your
marketing needs?

More customized opportunities, like
with IFC, allow us to really communicate
our brand essence. We value great
programming and strong commercial
positioning, but the ability to deliver
more unique content from our brand
to our consumer is something we value
greatly and will continue to do, be it in
the digital space or on TV.

Beyond TV, what’s the coolest new
marketing tool you had pitched to
you lately?

This summer, Heineken Lager used
“JAGTAG,” which is similar to QR code
technology, to promote its summer VIP
Access promotion, which is about giving
consumers the chance to take part
in “Money Can’t Buy Music Experiences”
only Heineken can bring them.

JAGTAG codes are printed on secondary
packages and point of sale to promote the
program at retail, with a call to action to
purchase when downloaded. The program
got a lot of pickup, especially through the
promotion in the retail space. JAGTAG
technology was a great tool to speak directly
to our target in their language.

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