Heineken focuses
on younger consumer
via Hotel Babylon
Sponsoring of TV programme for 18 to 24 year olds
Established pop artists and up-and-coming talents
stay there, give interviews and perform in the
disco or har. We're talking about Hotel Babylon.
This imaginary hotel is the set
ting for the TV programme of
the same name that will be
aired in a number of European coun
tries. Heineken is sponsoring this pro
gramme which is focused on the 18 to
24 age group.
The programme, filmed in a mys
tery location somewhere in Europe,
has a basic format with a number of
fixed items. Music plays an important
role, but lifestyle-type topics will also
be featured. For each country the pro
gramme can be modified by using a
local (well-known) presenter speak
ing the local language. It will also be
possible for the local stations to incor
porate country-specific items.
The concept for Hotel Babylon is
the brainchild of the British television
production company Planet 24. The
intention is that the first episode in a
series of thirteen will be televised
from this autumn.
Subtle
But what role will Heineken play
in this programme? According to
Vroukje Boenk, who deals with
music as sponsorship manager for
Heineken, that role will be a modest
one. "The Heineken presence will be
subtle. Certainly the younger viewer
must not be overloaded with
Heineken commercial messages, as
that is bad for your credibility. Apart
from the sponsorship credits during
the programme's opening and closing
titles, it is possible - if local legislation
permits - to mention Heineken at
some time during the programme or
to show a glass of beer or the bottle."
This sponsorship is the first of its
kind for Heineken. Even before there
was any talk of Hotel Babylon the
Heineken Marketing Department had
been looking for alternative forms of
communication aimed at this target
group. Young Europeans in the 18 to
24 age group are difficult to reach via
the traditional communication media.
A tailor-made approach is therefore
needed to reach this group.
The Heineken international brand
team has every confidence in this pro
ject, which represents an initial step
towards a more direct and unique
approach to this target group.
THE WORLD OF HEINEKEN
