American sales of Heineken have gone down as many drinkers have gravitated toward more expensive imported beers. Will Heineken’s new “Open Your World” campaign bring positive results?
The initial commercial was shown on the Web first before going on television. The entertaining spot “The Entrance” made its way onto TV in about 30 countries three months after first being viewed online. “The Entrance” has been watched more than 3.6 million times on YouTube. The idea is “to think digital at the inception, not as an afterthought,” said Alexis Nasard, chief commercial officer at Heineken International.
The “Open Your World” campaign has just recently launched another spot: “The Date.” It will premiere on Heineken’s homes on YouTube and Facebook before being shown on TV. Plans call for it to arrive on television around September.
The new spot is about a young man on an unusual date.
From the New York Times:
“The Date” takes place in what seems to be a nightclub in Hong Kong; it was actually filmed in the Rivoli Ballroom in London. The music in the spot is an Indian song from the 1960s, “Jaan Pehechaan Ho,” performed by the songwriter Mohammed Rafi.
To watch, CLICK HERE.
Author: Marina Kaljaj