HEINEKEN: Open Your World

BRIEF

Heineken, famous for its premium positioning and world class sponsorships, wanted to create a deeper engagement and greater trust with its male target audience, who tend to see the brand as superficial and lacking authenticity. Our brief was to bring meaning to the Heineken brand, using its tagline ‘Open Your World’ as our inspiration.

CULTURAL TRUTH

2016 was a year where the world seemed to be closing down and it is impacting our belief systems, leading us to seek confirmation in cosy echo chambers, less tolerant of views we don’t share. The result is we are creating more barriers to being open with one another.

HUMAN INSIGHT

We are not as open as we think we are, but when we find common ground, over a beer, we are more likely to open up.

CREATIVE IDEA

There is more that unites us than divides us, and despite our differences we can always find something that connects us. We invited polar opposites to try and find something in common. Proving that when you see past the labels, even the most divided can come together.

EXECUTION

We validated Heineken’s POV, via a scientific study (Goldsmiths University) which provided evidence to show that when you find common ground it leads you to be more open. Our Worlds Apart film created a provocation for a global conversation by secretly bringing together extreme opposites and inviting them to bond, before revealing their true identities. The talkability and visibility was driven by a precision targeted media and influencer strategy in earned media to drive engagement with this asset, which has been viewed more than 50 million times globally. A partnership with the Human Library* gives the campaign credence, putting the act of setting aside differences and finding common ground over a beer, into a real world experience for Heineken employees across the UK and consumers in UK pubs and bars, and summer festivals.

*The Human Library is a global organisation with a UK outpost that uses conversation to challenge stereotypes. Every ‘book’ in The Human Library™ is a real person with a story – from street sleepers and refugees, to transgender and people with life-changing illnesses. Each ‘book’ can be loaned for a conversation and a chance to find common ground.

RESULTS

• Over 8 consecutive days we generated 15 million organic views before paid media was turned on

• During the 12 week period following the campaign Heineken saw a 7.3% increase in beer sales in the UK

• 80% of consumers said Heineken is a brand for them, following exposure to the ad

• 78% felt closer affinity to the brand as a result

• Widespread global engagement with the campaign across 150 countries

• 750+ ARTICLES PUBLISHED

• Trending topic on Twitter with a positive sentiment of 90%

• A number of celebrities took to Twitter to praise the campaign including, Perez Hilton, Piers Morgan, Sarah Silverstone, Jane Lynch, Jennifer Saunders and Trevor Donovan

• No 1 ad on YouTube in April

• Generated 324,000 engagements, 138,000 shares

CREDITS:

PR Agency: EDELMAN, London, United Kingdom

Advertising Agency: PUBLICIS LONDON, United Kingdom

Media Agency: MEDIAVEST|SPARK, London, United Kingdom

Production Company: RSA FILMS, London, United Kingdom