Heineken: Know The Signs
“Know the signs” is part of the “Enjoy Heineken responsibly”™ marketing plan through which Heineken aims to provide comprehensive information about the advantages and the disadvantages of its products in order to facilitate a balanced consumer choice.
Welcome to my bar. Keep an eye on a crowded bar via CCTV camera. You are looking out for the signs of people drinking too much. The film shot for Internet contains signs of these transformation that users are engaged to find. Once a sign is discovered, user can send their friends an Oddcast viral. Because personal relevance of the Archetypes will drive the viral mechanism, the capability for personalisation is key to the success of the campaign.
unit9 collaborated with TV production company Outsider to set up the interactive logic and also assisted in the shoot of a bar under surveillance, which provides for alternative realities at certain key moments. We created a strong visual identity – a contemporary and fun approach to deliver the underlying message of responsible drinking.
There is a great post on viralblog about the rest of the integrated campaign. Read the news story in Contagious magazine. Or check it out in Contagious DVD Eighteen.
Agency: Red Brick Road / Ruby Brand: Heineken
Interactive Director: Robert Bader TV Director: Henry Littlechild (Outsider)
Exec Producer: Valentina Culatti Alisi Tech lead: Yates Buckley Sound FX: Steve Nolan
Producer: Dani Michelon Producer: Ben Roberts (Outsider)
TV Production Company: Outsider Interactive Production Company: unit9