Top Story


Home >> Out-of-home >> Article

Heineken persuades travellers to change plans at the drop of a hat

Font Size   16
Heineken persuades travellers to change plans at the drop of a hat

Would you be willing to abandon your flight plans to take a free trip to a mysterious location? Sounds crazy, isn’t it? In its latest marketing stunt, early last week Heineken asked travellers at JFK’s Terminal 8 to take a leap of faith and press a button on a specially-designed departure roulette board, which would assign them a new destination at random — effective immediately!

The catch
Travellers didn’t get to choose a destination and they had to depart right at that moment. Calling it ‘Departure Roulette’, Heineken officials spent the week at JFK looking for adventurous souls willing to cancel their planned itineraries for the chance to jet off to an unknown destination. Travellers who were willing to take their chances had to hit a button on a game-show style board which revealed the destination they would be heading to.

To watch the campaign, view video

The marketing stunt was designed to promote Heineken ‘Dropped’ campaign, an online series in which four men are sent to remote destinations around the world and the challenges they face when they arrive are filmed.

To watch the campaign, view video

What we like about the campaign?
The choice of the location: The airport space has been interestingly used by brands over the last one year globally. This campaign wouldn’t have given that punch if it was executed at any other location. At the end of the day, it is not just the way a brand connects with its potential consumers, but where it targets that makes the difference.

Integration of media in the communication plan: As mentioned, this experiential campaign was an attempt to promote its online initiative ‘Dropped’. Taking an online campaign offline and spreading the success of the brand communication online, worked very well for Heineken. The YouTube video has got over 1,144,079 views in the last two days and has been widely shared over various social platforms.

Perfect concept: It is very important for a brand to roll out marketing initiatives with what is proposes to be as a brand. Heineken kept the adventure theme throughout its communication. In fact, on each platform that it targeted, the level of adventure just kept going up.

Bring such adventurous, spontaneous and completely out-of-the-box activities to India soon!

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...