KAP401 Advertising creative: Concept to Campaign

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1 KAP401 Advertising creative: Concept to Campaign Assignment 1 Heineken Aliina Neep n April 19th, 2016

2 Heineken is the world s most international premium beer brand and is sold in more than 170 countries worldwide. The Dutch brand is known for their world-class marketing, winning awards like the Cannes Lions 2015, and known for their social media campaigns, sponsorships (such as UEFA Champions League) and collaborations (such as James Bond) (Heineken, 2014). In 2004 Heineken started their Enjoy Heineken Responsibly (EHR) strategy, promoting responsible alcohol consumption. The HER logo has been used in Heineken s sport sponsorships and it s commercial messages, as well as on packaging around the world. The EHR strategy is one of Heinekens key focus areas within their sustainable strategy, brewing a better future. With this strategy, Heineken made a public pledge to use the Heineken brand to make moderation aspirational. Also, in 2014 Heineken announced the brand would spend at least 10% of their marketing budget on responsible consumption messages, which is an estimated 30 to 40 million dollars (Heineken, 2016). The Dance More, Drink Slow campaign is part of their EHR strategy. During the Cannes Festival of Creativity in 2013, Heineken Chairman and CEO told; Whilst beer is a part of our culture and it s healthy to drink in moderation, it s important to make the point that misuse of alcohol is not cool. We believe that showing positive drinking behavior, rather than criticizing bad behavior, over time will help us change attitudes (Heineken, 2014). Several campaigns have been launched within the DMDS campaign, such as 2011 s Sunrise campaign (Heineken, 2014) and most recently the Moderate Drinkers Wanted in January 2016 (The Guardian, 2016). In this critique the focus will be on The Experiment, launched in 2014 in partnership with DJ Armin van Buuren. Summary of campaign The experiment targets consumers on and around the dance floor. The campaign is a social experiment with regular club visitors and focuses on two separate nights out in the same club in Miami, with the same amount of people in the club. The only difference is the DJ. The campaign video demonstrates the influence a DJ has on people s night out. Armin van Buuren explains; DJ s have the power to influence people s behaviour. It can make you have fun or not. If you as a DJ are boring, people need other stuff to be excited. The first night, with the bad DJ playing, the crowd ordered a total of 1078 drinks between 12 and 2pm. The second night, with Armin van Buuren playing (without people knowing this), the crowd only ordered a total of 632 drinks within two hours. Armin van Buuren says; I think the experiment works for sure. If the music is good, people hit the dance floor. And the more they dance, the slower they drink. The campaign is deliberately only promoted online, through Heineken global social media platforms, because Heineken wants to reach consumers in places where they share their conversations and plan their nights (Heineken, 2014). The social media used are Facebook and Twitter. For the DMDS campaign Armin van Buuren launched an exclusive track called Save the Night. Critical evaluation For the DMDS campaign Heineken decided to team up with a famous DJ, which in marketing theory is called celebrity endorsement. In Strategic Brand Management (2013), Keller states the rationale behind these celebrity endorsements is that they can shape the perceptions of the brand, based on the knowledge they have about the famous person. The hope is that the celebrities fans will also become fans of their products or services. The explanation given by Keller generally applies to brands that are trying to increase their awareness or (online) reach, but with a brand as large as Heineken, it s seen as more of a collaboration between a brand and a celebrity. To prove that this experiment worked, Heineken needed a world famous DJ to prove the adjustment in behaviour. Given that both brands are Dutch icons, they make a good fit, but generally a brand has to

3 be careful whom they collaborate with. Celebrities are humans too, and one wrong mistake can destroy the credibility of the campaign. For example, if van Buuren would be caught drunk, the whole campaign would backfire. The campaign was only promoted only, because that s where the Heineken consumers share conversations. In terms of online reach, Anuraag Trikha, global marketing communications manager for Heineken International, says measuring the online success of a campaign promoting responsible consumption can be complicated (Hampp, 2014), mainly because aside for the online reach you can t measure the increase of moderate drinking. Twitter doesn t show how many tweets are linked to the hashtag (Twitter.com, n.d.). While Instagram wasn t as big in 2014 as it is now, the hashtag #DMDS has 4,164 photos (Instagram, n.d.), due to the most recent DMDS campaign. The official campaign video has views on YouTube and has 416 comments (YouTube, 2014). Personally, I think it s a very clever campaign, because Heineken for a change doesn t sell their product. All the big commercial brands generally convince consumers to buy their products, but this campaign doesn t. Also, it is linked to a global issue and approaches it in a positive way, which makes Heineken stand out. The campaign video was highly successful on YouTube, being one of the most viewed videos on the HeinekenUSA YouTube page. Considering this campaign is part of a bigger strategy and having multiple campaigns adding awareness to #DMDS, it s safe to say Heineken did well. Conclusion The Dance More, Drink Slow campaign contains multiple campaign executions, all focussing on positive associations regarding moderate drinking, and making it the cool option. The Experiment proves music has an influence on people s behaviour regarding consuming alcohol, and the better the music, the slower people drink. The campaign tries to inspire people that the quality of the night is not in the quantity of the bottles, and I personally think Heineken did a good job. While online measuring is not as easy as it seems, the reach is huge, especially considering The Experiment is only one of the 3 campaign video s dedicated to the Dance More, Drink Slow campaign.

4 References Hampp, A Heineken debuts Dance More, Drink Slow alcohol moderation campaign with Armin van Buuren. Accessed April 16, Heineken Heineken Launches Dance More, Drink Slow Global Responsibility Campaign. Accessed April 16, Heineken HEINEKEN named CANNES LIONS 2015 Creative Marketer of the Year. Accessed April 14, Heineken. n.d. HEINEKEN launches a moderation movement. Accessed April 16, Heineken Media Kit Fact sheet Accessed April 15, Instagram. n.d. #DMDS. Accessed on April 17, Keller, Kevin Lane. (2013). Strategic Brand Management. Global ed. Pearson. The Guardian Heineken ad suggests women prefer men who don t drink too much. Accessed April 15, Twitter. n.d. #DMDS. Accessed April 17, YouTube Heineken The Expiriment. Accessed April 14,

5 Appendix 1 Creative brief Client Agency Background Heineken Publicis Worldwide. Video production by Massive Music. Most adults drink beer and consume it responsibly, but there are still too many (young) consumers who don t. There are obvious health risks when consuming too much alcohol, but when drinking it moderately, it can be part of a healthy lifestyle. Too much alcohol not only damages yourself, but also the people around you and your reputation. As a part of the sustainable Brewing a better world approach, Heineken started a Enjoy Heineken Responsibly strategy, promoting responsible alcohol consumption. Heineken believes that showing positive drinking behavior, rather than putting bad behavior down, changes the attitude people have against moderate drinking. Heineken hopes to change perceptions so that drinking in moderation becomes the cool option, instead of the lame option. Target audience: Consumers of alcoholic drinks on and around the dance floor, particularly younger drinking-age males. Consumer insights Tonality Key Message Deliverables Music influences drinking behaviour Peer-pressure on drinking more Very active on online/social media Positive, inspirational, young. If the music is good, people hit the dance floor. And the more they dance, the slower they drink. The quality of the night is not in the quantity of the bottles. Stay in control and you can enjoy your night more. Online

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