Global campaigns
can effectively engage
local consumers by
applying local topspin
it
n
n
espite the rapid progress
B of globalisation, there's
still no such thing as
a global consumer. There are only local
consumers," says Cyril Charzat, Senior
Director, Global Heineken® Brand. "Because
of this, even award-winning global
campaigns will only be successful when
they leverage local insights in a clever way.
The ideal scenario is one in which the global
campaign determines critical aspects like
the concept, design, positioning and the
framework for media activation. Then, it's
up to the market to add the local topspin."
HEINEKEN has demonstrated the power
of this global brand/local activation
concept (local topspin) with 'The Entrance'
commercial. "Portugal launched The
Entrance' in a way they knew would have
local appeal," says Cyril. "Using local
knowledge, they selectively targeted key
cities to announce the campaign as if it
were a new movie launch. They used a type
of humour which they knew would appeal in
their market."
Taiwan, always at the forefront when it
comes to digital activations, used 'The
Entrance' advert and adapted it locally
to ensure it was relevant to their target
audience, which is accustomed to a faster-
paced online environment. Their clever
local adaptation pushed digital boundaries
and incorporated the humour they felt
would build additional momentum for
the campaign. On the following pages, a
number of examples of other consumer-
driven local activations are highlighted.
More Than Music
For several years, Heineken® has
been leveraging the power of music
to engage its consumers around the
world. Just like the brand, music festivals
deliver entertainment, fun, quality and
memorable social occasions.
For example, the Heineken® Jammin'
Festival is an asset and equity driver for the
brand in Italy, with 96% awareness among
young adults of legal drinking age. It is
generally regarded as the biggest and
most anticipated music festival in Italy, and
provides a perfect opportunity to deliver
a unique experience to our consumers,
reflecting positively on the brand itself.
The festival has always been a channel to
bond with the brand's target consumer.
These days, the Heineken® Jammin'
Festival is no longer an event, but a
successful brand platform that is used for
activations throughout the whole year,
including off-premise channel promotion;
on-premise sales activities; brand visibility;
outdoor; print; radio; digital; social media;
blogs; packaging; PR; and more. Activation
and branding at the festival ensures that
consumers leave having enjoyed a truly
Heineken® experience, rather than just
another music concert or festival.
Heineken®'s Jammin'
Festival has 96%
awareness among
legal drinking age
consumers in Italy
1A World of HEINEKEN Quarter 1 2012
