Heineken: Legendary Journey - WordPress.com · Experiential Marketing ... Heineken had no specific differentiation strategy. In consumer’s eyes, Heineken was just another beer in

HEINEKEN: LEGENDARY

JOURNEY

EVALUATING EXISTING IMC CAMPAIGNS

Travis Beitler Professor Kathryn Faubert

MRK317

TRAVIS BEITLER 1

HEINEKEN: LEGENDARY JOURNEY

Contents Part 1 ............................................................................................................................................................. 3

1. Typical advertising campaigns are designed to resolve a specific problem or pursue and

opportunity. Explain the problem or challenge? (This can also be expressed as an overall goal of the

campaign). ................................................................................................................................................ 3

2. Determine whether the communication initiative was intended for a mass audience or a niche

target segment. Rationalize. ..................................................................................................................... 4

3. Describe, in your own words, the “Consumer Insight” that led to the Campaign ‘Central Theme –

“Big idea”. ................................................................................................................................................. 5

4. Advertising Objectives are behavioural in nature and generally identify a certain task that

advertising will achieve, what are the Advertising Objectives in this campaign? .................................... 6

5. Creative Objectives are statements that clearly indicate the content of the message to be

communicated to the target audience. What is the a) ‘Message’ Benefit Statement ‘Promise’ and b)

Support Statement in this campaign? ..................................................................................................... 7

Message: ............................................................................................................................................... 7

Benefit Statement: ................................................................................................................................ 7

Support Statement: ............................................................................................................................... 7

6. A Creative Strategy is a description and explanation of an ad campaign’s overall creative approach.

Determine the a) tone, b) style and c) appeal techniques of the campaign. ........................................... 8

Tone ...................................................................................................................................................... 8

Style:.................................................................................................................................................... 11

Appeal Techniques: ............................................................................................................................. 11

7. Determine the Creative Execution: How is the message presented (delivered) to generate impact?

Describe the tactical and production considerations. ............................................................................ 13

Lifestyle ............................................................................................................................................... 13

Affective Appeal: ................................................................................................................................. 14

Brand Awareness: ............................................................................................................................... 14

Brand Recognition: .............................................................................................................................. 14

Part 2 ........................................................................................................................................................... 15

8. Identify the Product’s Positioning. Explain how the ‘Tagline or Slogan’ reinforces the positioning

strategy? ................................................................................................................................................. 15

Brand Positioning Strategy .................................................................................................................. 15

Positioning Statement: ........................................................................................................................ 15

Slogan .................................................................................................................................................. 16

TRAVIS BEITLER 2


9. Go to www.freetranslations.com and translate the advertising tagline from English to another

language offered. Then take the result and translate it back to English. Would the tagline or slogan

be adaptable to another market? ........................................................................................................... 16

Part 3 ........................................................................................................................................................... 17

10. Determine if the campaign consistently integrates the message theme/tone/style consistently

throughout all consumer touch points: traditional/ non-traditional initiatives such as

advertising/promotion, alternative and digital marketing communication initiatives. ......................... 17

Provide specific examples. ..................................................................................................................... 17

Traditional ........................................................................................................................................... 17

Non Traditional ................................................................................................................................... 20

11. Evaluating an IMC marketing campaign: Provide at least 4 examples. ........................................... 23

Provide examples of how this campaign will be evaluated, measured, and validated (tracked) to

ensure success or possibly failure. .......................................................................................................... 23

Television/YouTube – “Legendary” commercials: “The Entrance”, “The Date”, and “The Express” . 23

Digital: Social Media, Website ............................................................................................................ 24

Sales Promotion .................................................................................................................................. 24

Experiential Marketing ........................................................................................................................ 24

TRAVIS BEITLER 3


Part 1

1. Typical advertising campaigns are designed to resolve a specific problem or pursue and

opportunity. Explain the problem or challenge? (This can also be expressed as an overall

goal of the campaign). Before the release of the “Legendary Journey” campaign, Heineken was facing the problem that the

message for its beer wasn’t consistent across the globe. Because of this, consumers were buying into

the same product everywhere, however they weren’t buying into the same brand. Heineken distributes

its beer to over 170 different countries (WARC), where every region provides a different and unique

culture. With that change in culture comes the difficulty that Heineken has to continuously change its

image for each country. After all, Heineken cannot sell itself the same way it would in Canada to how it

would sell itself in the Netherlands.

Heineken identified what was considered to be a problem and in turned it into a unique opportunity.

What they realized was that although cultures changed across the world, the way men worldwide would

approach unique and difficult situations remained the same. With that in mind, the image that

Heineken created for itself was a premium beer that was distinctive and desirable. Heineken is desirable

by “men who know their way around” (WARC); men who can face the difficulty of a first date, introduce

themselves at a party, and remain cool under extraordinary pressure. Heineken is all about men

“progressing beyond their own borders” (WARC), reaching out to people and cultures beyond their own.

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2. Determine whether the communication initiative was intended for a mass audience or

a niche target segment. Rationalize.

Heineken deliberately focused its resources at the niche target segment of “men who know their way around” (WARC). It specifically targets the Heineken beer drinker. Heineken did a study where they interviewed over “9000 consumers” and asked them what “factors drive their alcoholic beverage purchases” (Van Den Brink). What they discovered was two different market segments for the male drinker: the one who “lives thoughtfully” and the one who is “determined to live legendary” (Van Den Brink). The male who “lives thoughtfully”, prefers a quiet evening, yearns for private moments, and enjoys an aged whiskey or crafted beer. The male who “lives legendary”, prefers engaging with numerous people, spending long nights out celebrating, experiments, lives on the edge, and loves to drink cocktails and imported beers. For the “legendary” male, it’s not about what they buy, but about what they do. “Legendary” drinkers are about seeking that new thrill and amplifying their experiences. Heineken targets the “legendary” drinker though a niche target segment.

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3. Describe, in your own words, the “Consumer Insight” that led to the Campaign ‘Central

Theme – “Big idea”.

Consumers were having difficulties identifying Heineken a part from all the other beers on the market.

With all the choices available for consumers, Heineken had no specific differentiation strategy. In

consumer’s eyes, Heineken was just another beer in an oversaturated market. In all the 170 different

countries that Heineken has been distributed to, consumers felt that the brand was becoming stagnant,

something they could no longer identify with. To them they couldn’t justify the price of what Heineken

called a “premium imported beer”, nor was it overly special comparatively to more affordable premium

imports. Heineken realized that in order to change the perception of their beer in the consumers mind,

they would have to identify with the consumer on a more emotional level. They would have to appeal

to whom the consumer was and what made their brand more appealing than the competitors. Thus

came the “Big Idea” from Heineken, the “Legendary” campaign which targeted “men who knew their

way around” (WARC). For consumers, they could identify with Heineken’s new brand, they could

embrace what it had become. It represented everything that they were: the ability to overcome their

own boundaries, reach out to people and cultures beyond their own, all the while displaying their

incredibly high confidence. Consumers who once saw the beer as stagnant, the same as every other

beer available, and an overpriced imported premium beer, was now the beer that made them more

desirable, confident, and above all else, cool.

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4. Advertising Objectives are behavioural in nature and generally identify a certain task

that advertising will achieve, what are the Advertising Objectives in this campaign?

To change the consumer’s perception to Heineken being a premium imported beer that will make them

cool, confident, and desirable.

To inform consumers that Heineken is a beer that will help them push their own boundaries, reach out to

new culture, and establish relationships with new unique personalities.

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5. Creative Objectives are statements that clearly indicate the content of the message to

be communicated to the target audience. What is the a) ‘Message’ Benefit Statement

‘Promise’ and b) Support Statement in this campaign?

Message:

The Legendary Hero, is inside every single Heineken beer drinker. Heineken is the beer for “men who

know their way around”, through the most anxiety driven situations. It’s about “progressing beyond your

own borders”, being able to reach out to cultures and personalities beyond your own (WARC).

Benefit Statement:

Drink Heineken, cross cultures, and handle any difficult situation becoming desirable, confident, and cool.

Support Statement:

Heineken is the only premium imported beer in over 170 different countries to globally unify “Legendary”

men (WARC).

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6. A Creative Strategy is a description and explanation of an ad campaign’s overall

creative approach. Determine the a) tone, b) style and c) appeal techniques of the

campaign.

Tone

Witty:

The legendary heroes from Heineken’s “The Entrance”, “The Date”, and “The Express” campaign,

demonstrate various forms of humor and clever tactics. The “Legendary” campaign is all about men

who’re able to use their wits and clever intellect in order to overcome the most difficult and outrageous

situations they become involved in.

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Adventurous:

Heineken is all about “Legendary” men, reaching out from beyond their own boundaries and

experimenting with something new. Each hero within the three campaigns, “The Entrance”, “The Date”,

and “The Express”, are not afraid of reaching out from their own comfort zone and trying something

completely new to them.

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Cultural/Global:

Heineken is a beer that is connected globally across all traditional and non-traditional platforms. The

heroes within the “Legendary” campaign, communicate and identify with various different forms of

culture. Each hero is respective of the culture that he is communicating with, much like how Heineken

cares for every culture it distributes to.

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Style:

Lively

The heroes within the Heineken Legendary campaign are lively and socially active individuals. They have

complex personalities and are able to interact with a variety of intricate personalities. They’re energetic

young men, who know how to interact beyond their own culture, establishing relationships with a

multitude of different cultures.

Confident

Men in the “Legendary” campaign are confident individuals, who’re able to confront and solve incredibly

complex situations. They’re able to master their social aptitude and exuberate a massive amount of

confidence, and influence the people around them. Characters in turn are attracted to the “Legendary”

men, charmed by their confidence.

Appeal Techniques:

Humor

Heineken uses humor throughout their entire campaign. They’re clever with their use of humor, it’s not

fully blown out of proportion, but carefully balanced. The “Legendary” men within the campaign know

how to have fun and share it with the people charmed by their charisma, but they also know when to be

suave as well.

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Sex

Although sex is used within their campaign, it’s done tastefully. “Legendary” men within the campaign

are extremely confident, charming, and attract many different women throughout the campaign. These

men know how to display elegance and are complete gentlemen when showing affection towards

women.

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7. Determine the Creative Execution: How is the message presented (delivered) to

generate impact? Describe the tactical and production considerations.

Lifestyle

Overall, Heineken uses a Lifestyle executional framework throughout their “Legendary” campaign.

Heineken is all about becoming a “Legendary” man, it’s “for the man who knows their way around”

(WARC), the man who confidently approach any difficult situation, and remain cool under extraordinary

pressure. The lifestyle of Heineken is about becoming desirable and loved by the people around you.

Heineken’s lifestyle is about “progressing beyond your own borders” (WARC), by reaching out to new

cultures and unique personalities.

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Affective Appeal:

AffectiveConativeCognitive

In the “Legendary” campaign, Heineken efficiently uses an affective appeal style. The target audience is

first influenced by the heroes’ antics of confidence, wit, and charisma. They feel an emotional

connection because they see themselves represented through what they see in the “Legendary”

campaign. Afterwards they purchase Heineken based off of what they see, acting on the impulse of

wanting to be the “Legendary” man. After the purchase and consumption of the drink, the target

audience reflects on their purchase feeling that they’re “a man who knows his way around” and

someone “who progresses beyond their own borders” (WARC).

Brand Awareness:

Heineken frequently matches itself throughout its “Legendary” campaign to its target audience: the

engaging, witty, and lively young man, looking for an exciting night out. Heineken is incredibly clever by

reinforcing the brand name multiple times throughout its platforms, making that connection with the

target audience.

Brand Recognition:

Heineken’s “Legendary” campaign is brilliant in its approach to finding the perfect exposure time to its

target audience. It’s not done too frequently, and is done at key moments to consistently remind the

target audience of Heineken’s connection to their message “for the man who knows their way around”

and “progressing beyond your own borders” (WARC).

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Part 2

8. Identify the Product’s Positioning. Explain how the ‘Tagline or Slogan’ reinforces the

positioning strategy?

Brand Positioning Strategy

Usage Situation:

Heineken defines itself to its target audience through usage situation. By having a Heineken beer, the

Heineken beer drinker himself becomes “Legendary”; he’s able to overcome complex situations, gain

confidence, and reach across his own boundaries to cultures beyond his own. In this sense, Heineken

becomes a unique lifestyle for men “who know their way around” (WARC); a lifestyle which allows them

at any time to drink Heineken becoming cool, confident, and desirable.

Positioning Statement:

For the engaging, adventurous, and clever young man, looking to socialize in an exciting night out.

Heineken is about crossing borders, opening up to cultures beyond your own, and becoming cool,

desirable, and confident.

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Slogan

“Open Your World.”

What’s the Importance of “Open Your World”?

Open your world is a clever slogan, sharing two different meanings. The first one refers to opening the

bottle to enjoy a great night out for “men who know their way around”. By opening Heineken, you’re

opening yourself up to a wonderful night out. Heineken provides the confidence to deal with

outrageous situations, and it leaves you feeling desirable and cool to the people that you engage with.

Heineken’s “Open Your World” (“Open Your World”) has another unique meaning to it in consumer’s

perception. “Open Your World” refers to “progressing beyond your own borders” (WARC). By opening

a bottle, you’re opening your own world, reaching out to cultures and personalities beyond your own.

9. Go to www.freetranslations.com and translate the advertising tagline from English to

another language offered. Then take the result and translate it back to English. Would

the tagline or slogan be adaptable to another market?

French - “Ouvrez votre monde”

Spanish – “Abre tu mundo”

http://www.freetranslations.com/

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Dutch – “Open uw wereld”

“Open your world” in Spanish, French, and Dutch, doesn’t translate to offensive material. The

translation in each language is short, catchy, and delivers the message of Heineken being a multicultural,

global beer. The slogan is incredibly effective and could be used in all 3 languages. What’s most

surprising is the Dutch language and its comparison to English. Each word has a strong resemblance to

English and could easily be distinguished by a native English speaker. This alone completely identifies

with Heineken’s message as a global and multicultural beer, crossing all borders.

Part 3

10. Determine if the campaign consistently integrates the message theme/tone/style

consistently throughout all consumer touch points: traditional/ non-traditional initiatives

such as advertising/promotion, alternative and digital marketing communication

initiatives.

Provide specific examples.

Traditional

Advertising – Television

“The Entrance”

Heineken’s “Legendary” campaign has a set of three commercials “The Entrance”, “The Date”, and “The

Express”. These commercials are consistent with their message; “for men who know their way around”

(WARC), Heineken’s heroes are cool, confident, and desirable. They know how to “progress beyond

their own borders” (WARC) and mingle with culture and personalities outside their own. This sets the

tone where Heineken’s heroes are adventurous: trying experiences they’re not used to, witty: solving

difficult situations with their sheer wit, and cultural: able to connect with a multitude of people and

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personalities beyond their own. The style is emphasized in the fact the image of the brand, the heroes,

are given personalities of lively: energetic, thrill seeking and engaging, and confident: a flexible social

aptitude, with confidence that influences and inspires the people around them.

Print

The Heineken “Legendary” campaign extends itself to print, where the message remains the same “for

men who know their way around” and “progress beyond their own borders” (WARC). Although the tone

is far more difficult to deliver in print comparatively to television, Heineken still effectively demonstrates

its heroes through the tone of adventurous, and the style of confident.

Film “Skyfall”: Celebrity Endorsement “James Bond” (Daniel Craig)

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007, or James Bond, is known worldwide to be the ultimate man. Bond is sly, confident, cool, and above

all else, adventurous. He’s the image of what every young engaging, thrill seeking man aspires to be.

Bond fits the message of the Heineken “Legendary” campaign perfectly. Bond is certainly “a man who

knows his way around” and able to “progress beyond his own borders” (WARC). He fits the tone of

adventurous, witty, global/cultural and the style of lively and confident. Bond is the perfect

endorsement for Heineken to use with their “Legendary” campaign.

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Non Traditional

Experiential Marketing

“Crack the Case” - Touring Laser Shows:

Throughout the film “Skyfall”, consumers were invited to navigate through touring laser shows to test

their 007 capabilities ("Heineken: Crack the Case"). The experiential marketing event is brilliant in the

sense that it fits the overall tone of the campaign; adventurous, where participants go beyond their

comfort zone and test their athleticism to the max. It also fits within the “Legendary” campaigns style;

lively, energetic participants testing their mettle navigating the facility, and participants displaying their

confidence, feeling that they can complete this trial.

The Date

YouTube live “Serenade” event:

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Throughout Heineken’s “Serenade” event, participants were requested to log into the Heineken

website, or Facebook app, to ask “who they would like to date” ("Heineken: Legendary Date"). This

event played on Heineken’s message of “progressing beyond your own borders” (WARC), as confident

young men wrote down who they would like to take out on dates. The tone throughout this event was

adventurous; it would take a strong confident individual to relinquish that information online. The final

night of the event played off the tone of adventurous and witty, and the style of confidence. Selected

participants asked the people they wanted to have a date with through video feed on YouTube as it was

aired live across the internet.

Sales Promotion:

“Crack the Case” – Contest

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Individuals participated in this contest to become recognized as special “00” agents (just like James

Bond) ("Heineken: Crack the Case"). Ads were placed through POS in stores, going to the movies, print,

and more extreme environments. The promotion played on the message of “progressing beyond your

own borders” (WARC), the tone of adventurous, and the style of lively and confident. To get the codes

participants had to travel to extreme areas where codes were projected onto high cliffs, touring laser

shows, and an aquarium full of sharks. This required participants to have a craving for adventure, and

the confidence to remain cool in extreme conditions.

Digital

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Heineken’s “Legendary” campaign is incredibly active through the use of digital media. It includes: their

website, Facebook, YouTube, and their blog, where they respond to consumers in real time. The

message of “for men who know their way around” and “progressing beyond your own borders” is

prevalent in both platforms. Consumers engage and hold conversations with other individuals globally.

This form of communication completely tears down language barriers. The tone of witty, adventurous,

is achieved through all digital media platforms as the Heineken drinker communicates with people

around the world in different fun and unique ways. The style of lively and confidence is achieved as well

considering the social media platform Facebook has been quite active, and it takes a considerable

amount of confidence to reach out to strangers from completely different cultures.

11. Evaluating an IMC marketing campaign: Provide at least 4 examples.

Provide examples of how this campaign will be evaluated, measured, and validated

(tracked) to ensure success or possibly failure.

Television/YouTube – “Legendary” commercials: “The Entrance”, “The Date”, and “The Express”

Heineken’s “Legendary” commercials could be potentially tracked through the use of the reach, frequency, and GRP. Since Heineken broadcasts its commercials in several different countries, Heineken would have a way of tracking how many people are watching (through reach) how often they see it (through frequency), and how valuable each point is (GRP). Another way for Heineken to measure the effectiveness of their campaign would be to follow up with DAR un-aided responses. Heineken could check with potential consumers to see if their specific commercial made an impact with them. Heineken could also check in through real time on their YouTube media page, taking notice of the comments and how it has resonated with their target audience.

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Digital: Social Media, Website

Heineken has a few options available to measuring and validating through social media and their website: PPC (pay per click) and social media real time feedback. PPC would determine how often visitors log onto their website and social media microsites through the use of banners and SEO (search engine optimization), where the consumer specifically searches for any term related to the word “Heineken”. Although more value comes through web analytics where Heineken could measure how long, how frequently, where they’re visiting, and when they’re visiting the website vs PPC. Social media’s efficiency would be measured through when people are engaging through real time and how often. Facebook could also determine how many people are interested in the “Legendary” campaign through the amount of “likes” on their microsite.

Sales Promotion

Sales throughout Heineken’s “Crack the Case” event would determine how many people were taking part in the event. Scanners through POS would determine when the product was bought, but wouldn’t be able to measure if the actual consumer was taking part. However redemption of the codes would show how efficient the campaign has been with the target audience. The more codes that are redeemed, the more people are participating.

Experiential Marketing

Heineken’s “Serenade” event would measure how many people are actively participating within experiential marketing. Participation in the Serenade event requires consumers to fill out forms through both Heineken’s website, Facebook, and the “Serenade” application. This also would have a multiplier effect as consumers could be engaged to check out more media within Heineken’s website beyond just the dating application. This media could once again be measured through either PPC, or through more valuable information in web analytics. Overall, all platforms would be evaluated by ROI (return on investment) and the media multiplier effect. Since Heineken is a brand that is in the premium beer industry, Heineken is more concerned about both profitability and market share. For Heineken, the ROI on both profitability and market share would hold more value than any other alternate forms of evaluation. This is due to the fact that Heineken faces stiff competition for market share with Carlsberg and Diageo. Since Heineken is involved within numerous forms of media platforms which include: digital, social media, experiential marketing, sales promotion, print, and film, Heineken’s value is quite high through the media multiplier effect. Heineken’s “Legendary” campaign consistently delivers the message of “for the man who knows their way around”, “progress beyond your own borders”, through use of the slogan “Open Your World”, which in turn increases the efficiency of the media multiplier effect.

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Works Cited

"Crack the Case" wk.com. Wieden + Kennedy, 2014. Web. 3 Dec 2014.

"Heineken: Crack the Case" coloribus.com. Creative Advertising Archive, 2014. Web. 3 Dec 2014.

"Heineken: Legendary Date" coloribus.com. Creative Advertising Archive, 2014. Web. 3 Dec 2014.

"Open Your World" wk.com. Wieden + Kennedy, 2014. Web. 3 Dec 2014.

"The Date" wk.com. Wieden + Kennedy, 2014. Web. 3 Dec 2014.

Van Den Brink, Dolf "How Heineken Discovered Its Niche In An Overcrowded Market." Fast Company. 14

July 2014. Web. 3 Dec. 2014.

WARC. "Heineken’s Legendary Journey: Justifying a premium the world over." WARC. American

Marketing Association, 2013. Web. 3 Dec. 2014.

Documents

Heineken: Legendary Journey - WordPress.com · Experiential Marketing ... Heineken had no specific differentiation strategy. In consumer’s eyes, Heineken was just another beer in