In Taiwan, Heineken®
brought a unique, virtual-
reality experience to
unsuspecting consumers
crowds had stopped to watch the action,
reinforcing to thousands of passers-by the
innovative and engaging essence
of Heineken®.
Rocking Sales
Heineken®'s 'Open Your World' campaign
is a natural fit with Brazil's legendary Rock
in Rio music event sponsored by HEINEKEN
in Brazil. But the Company took the
opportunity to connect with its consumers
a step further by bringing the Rock in Rio
experience to the off-trade.
As a result of the Rock in Rio sponsorship,
Heineken® brand awareness has already
increased from 8 to 12.5%, bolstered
in store through 'shop in shops'. The
shop-in-shop concept brings a live music
experience right to the shop floor, creating
a mini Rock in Rio for shoppers at key
retailers such as Walmart, Carrefour and
Pao de AqCicar.
The stand-alone set of shop-in-shop
units and rack systems have successfully
continued to drive sales following the
festival, with double- and even triple-digit
Around 40% of the media budget was
spent on digital activation, with the
campaign brought to life through an
extensive Facebook campaign. This
resulted in a seven-fold increase in
Heineken® 'fans' from Poland, making
Polish consumers the third largest group of
Heineken® Facebook consumers after the
US and Brazil in Q3 2011.
Virtually Engaging
Young adults are hungry for fast-moving
digital interaction as opposed to passive
television viewing. And there's no place on
earth where this trend is more the case
than in Taiwan - a country that has been
leading in digital and mobile technology
for more than a decade.
Heineken® recently launched its global
'Open Your World' campaign on Taiwanese
TV and online environments, and to
capture the attention of their target
audience, they gave the campaign
a suitable twist using the latest In
augmented reality.
The team installed large, Heineken®-
branded outdoor LED screens and
projected an invitation to passers-by to
interact with the scenarios being played
out on the screen. Various characters
from 'The Entrance' commercial were
integrated into this virtual reality scenario.
Some consumers danced, some sang,
others played out imaginary battles with
the participants. Within minutes, huge
16
World of HEINEKEN Quarter 1 2012
