Award-winning global
campaigns will only be
successful if they leverage local
insights in a clever way
BRANDS
In the US, Heineken®'s global
'Open Your World' campaign
was integrated into consumer
taglines for the brand's US Open
tennis tournament sponsorship
VIP tickets to the event were also the
prize for the winners of a perfect draught
pour competition, which emphasised
the importance the Company places
on quality. Using local bartenders as
the judges gave the contest additional
credibility and enabled the brand to
connect with on-premise partners.
Competitions via Facebook to win tickets
to a US Open kick-off Concert featuring
artist Girl Talk, and activities in the on- and
off-trade, showcased Heineken®'s great
taste and sophistication to an even
broader audience.
growth in key retailers. Overall, Heineken®'s
market share in Brazil has increased from
0.8 to 1.4%. The Rock in Rio event attracts
700,000 visitors a year and HEINEKEN
sold more than 1.4 million Heineken®
Draught units at the 2011 event-at a
premium price.
Leveraging the 'Open Your World'
campaign in combination with this
international music platform gave
Heineken® local relevance and enabled
HEINEKEN in Brazil to communicate 'The
Entrance' in an exciting way.
Winning Doubles
HEINEKEN in the US has been a sponsor of
the prestigious US Open for 20 years, and
recently signed a four-year sponsorship
In Brazil, HEINEKEN brought
the legendary Rock in Rio event
to both festival goers and
5 consumers on the shop floor
extension. With a strong overlap between
the equity of both 'brands' and their target
audiences, the relationship between
HEINEKEN and the Open has benefited
both parties. For HEINEKEN this year, the
Open provided the perfect opportunity
to leverage the global 'Open Your World'
campaign with locally relevant activation.
Captions on draught advertising were
replaced with clever puns using tennis
terms, which also play well with a perfectly
'served' Heineken®.
In addition to serving Heineken®
and Heineken® Light throughout the
tournament grounds, the team extended
the reach of the sponsorship to New
York City with an extensive multi-media
campaign. This started with high visibility
on all transport routes to the Open, and
spectacular giant projections onto high-
profile buildings across Manhattan.
Quarter 1 2012 World of HEINEKEN
