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Heineken ‘opens a new world’ with OOH campaign

14-October-2011
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Heineken ‘opens a new world’ with OOH campaign

Heineken, the well-known beer brand launched in India by United Breweries Ltd, has embarked on an OOH campaign, titled ‘Open your world’. Portland is handling the outdoor duties for the beer brand, while Weiden+Kennedy is the creative agency on the account.

In keeping with Heineken’s targeting objective, Portland has considered outdoor in a very selective manner looking for iconic installations, with minimal wastage.

Speaking on the ourdoor campaign, Samar Singh Sheikhawat, Head – Marketing, United Breweries Ltd, said, “Heineken is an iconic, super premium international mild beer brand that is well-known in India. We have used outdoors selectively at premium locations, including airports in major cities that are also the key markets for the brand. The communication is single-mindedly focused on the brand’s proposition – Open your world.”

Amit Sarkar, National Director, Kinetic India, added here, “We ensured Heineken has the right media placement in the airports, in sync with their premium brand imagery, hence most display locations chosen in the arrival corridor ensures ‘Open your World’ connect from Heineken.”

High impact sites at relevant locations, such as airports have been chosen for the outdoor campaign. In sync with the brand launch in each market – viz., Mumbai, Delhi and Bangalore – the OOH campaign will be carried out for a period of one month.

So far, Mumbai, Delhi and Bangalore airport sites, plus city sites in Pune and Bangalore have been covered as part of the outdoor campaign. Going forward, the campaign will be expanded to include Kolkata and Goa when the brand launches there.

The campaign has been kept uncluttered, using simple, outdoor friendly creative and iconic sites at airports.

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