u
Campaign launched
simultaneously in more
than 100 countries
with whom target consumers can easily associate. The
campaign also includes another first: a simultaneous
launch in more than 100 countries.
"The partnership was an obvious fit," says Cyril Charzat,
Senior Director Global Heineken® Brand. "James
Bond is the ultimate 'Man of the World', and clearly
represents success. Young men want to feel that they
could heroically save the day by keeping their wits and
being resourceful under extreme pressure, as he does.
This is the story we tell through the campaign, which
culminates with Bérénice Marlohe and Daniel Craig
recognising the qualities of our hero.
"We purposely choose a different character in each
of our campaigns so that consumers aren't developing
a relationship with the individual, but more with
their behaviours," explains Cyril. "As in our previous
commercials, we have also incorporated our very
The premium special edition, glow-in-the
dark Heineken® SKYFALL bottle
own brand voice of subtle but clever humour, which
differentiates us from other beer brands. A catchy
soundtrack, great cinematography and a cosmopolitan
feel all contribute to the uniqueness inherent in our
brand."
Digital Interaction
The commercial ends with the 'Man of the World'
handing over a silver suitcase to the real Bond and at
this point, those watching online have a truly interactive
experience. The stunning Bérénice invites viewers onto
the train, and they embark on a voyage through a
spectacular vista of snowy mountains.
Putting viewers through a series of Bond-like
challenges, they must work to 'crack the case' whilst
protecting its contents from fierce Bond villains. The
viewer's Facebook profile picture and state-of-the-art
technology are used to enable fans to actually see
themselves interact with the characters on screen. Once
the case is cracked, an edited film, with the viewer as
the star, is uploaded to their Facebook wall, providing
the brand with extensive visibility and a viral element.
"Ahead of the launch, we seeded an exclusive online
teaser to a selection of around 100,000 influential
bloggers," says Cyril. "This provided extensive viral
internet coverage on blogs and news sites, building up
momentum in the months ahead of the official film
launch."
"Of course it doesn't stop there," Cyril adds. "To ensure
we connect with more consumers than ever before,
markets are investing heavily in local activation and
public relations events. These range from teasers, such
as the placement of the giant silver cases used in the
movie in key high-traffic locations, to much bigger
budget attractions.
"A number of countries have run fully interactive
'unlock the case' activations at high visibility locations,
including Toronto's Union Station and London's Victoria
Station. These include the use of specially designed
events where participants must solve clues and
complete quests."
Impressive Local Activations
"In Brazil, they are taking the 'crack the case' experience
a significant step further, generating impressive online
World of HEINEKEN Quarter 4 2012
