It was fun
all the way as Heineken, the world’s leading international premium lager
beer recently unveiled its latest global campaign, ‘Cities of the World’,
aimed at inspiring men to live worldly, new adventures by unlocking the secrets
of their cities. The fully integrated campaign includes a two minute TVC,
on-line activation and special edition Heineken bottles.
The latest
TVC, ‘The City’, is the seventh film in ‘The Legends’ series featuring Men of
the World who are pushed to discover their limits and go beyond them.
Created
by Heineken, in partnership with Wieden + Kennedy Amsterdam, its main character
embarks on an adventure by following a set of business cards lost by a
beautiful woman, Eve, with each card uncovering surprising and hidden venues in
his city. The TVC is a reminder to Men of the World that every great city
offers an endless adventure within its sky-scraping towers and neon lit
streets. It reinforces the notion that men should never stop exploring
their own urban backyard. ‘The City’ TVC started airing in Nigeria on the 21st
of July and can be viewed via this link (http://youthttp://youtu.be/OUlCqKghdic).
“Men of the
World want to make the most out of their time in the city, because they know
life only gives them one shot. So they really live their city by seeking out
new experiences and adventures and they have an underlying fear of missing out
on the best ones,” said Mrs. Ngozi Nkwoji, Senior Brand Manager, Heineken.
She added
that: “Heineken is always looking for innovative ways to interact with our Men
of the World. Knowing that they fear missing out, Heineken is there to help by
giving them the inspiration they need to become legends in their city. Our Men
of the World know the usual hotspots in their cities, and they are seeking new
experiences.”
On the
rational for the campaign, the Senior Brand Manager reiterated that the ‘Cities
of the World’ campaign “aims to inspire and motivate them to get out of their
comfort zones, to embrace the unusual and embark on worldly adventures in their
own cities.”
The brand
will also be running an in-bar promotion where consumers can buy 33cl special
edition bottles to win prizes. Modalities for participating in the promo -
which is billed to start on October 24, 2014, are simple. All consumers’ need
do is to buy three of these special edition bottles in select bars in Lagos,
Abuja, Port Harcourt, Enugu, Owerri and Warri; they will be presented with a
coaster which they have to peel off to reveal their exciting city prizes.
Heineken
produced the specially designed limited-edition bottles, each featuring a print
of one of six global cities: Lagos, New York, Shanghai, Amsterdam, London and
Rio de Janeiro on the bottles.
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