HEINEKEN: LEGENDARY
JOURNEY
EVALUATING EXISTING IMC CAMPAIGNS
MRK317
Travis Beitler
Professor Kathryn Faubert
HEINEKEN: LEGENDARY JOURNEY
Contents
Part 1 ............................................................................................................................................................. 3
1. Typical advertising campaigns are designed to resolve a specific problem or pursue and
opportunity. Explain the problem or challenge? (This can also be expressed as an overall goal of the
campaign). ................................................................................................................................................ 3
2. Determine whether the communication initiative was intended for a mass audience or a niche
target segment. Rationalize. ..................................................................................................................... 4
3. Describe, in your own words, the “Consumer Insight” that led to the Campaign ‘Central Theme –
“Big idea”. ................................................................................................................................................. 5
4. Advertising Objectives are behavioural in nature and generally identify a certain task that
advertising will achieve, what are the Advertising Objectives in this campaign? .................................... 6
5. Creative Objectives are statements that clearly indicate the content of the message to be
communicated to the target audience. What is the a) ‘Message’ Benefit Statement ‘Promise’ and b)
Support Statement in this campaign? ..................................................................................................... 7
Message: ............................................................................................................................................... 7
Benefit Statement: ................................................................................................................................ 7
Support Statement:............................................................................................................................... 7
6. A Creative Strategy is a description and explanation of an ad campaign’s overall creative approach.
Determine the a) tone, b) style and c) appeal techniques of the campaign. ........................................... 8
Tone ...................................................................................................................................................... 8
Style:.................................................................................................................................................... 11
Appeal Techniques: ............................................................................................................................. 11
7. Determine the Creative Execution: How is the message presented (delivered) to generate impact?
Describe the tactical and production considerations. ............................................................................ 13
Lifestyle ............................................................................................................................................... 13
Affective Appeal: ................................................................................................................................. 14
Brand Awareness: ............................................................................................................................... 14
Brand Recognition:.............................................................................................................................. 14
Part 2 ........................................................................................................................................................... 15
8. Identify the Product’s Positioning. Explain how the ‘Tagline or Slogan’ reinforces the positioning
strategy? ................................................................................................................................................. 15
Brand Positioning Strategy.................................................................................................................. 15
Positioning Statement:........................................................................................................................ 15
Slogan .................................................................................................................................................. 16
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9. Go to www.freetranslations.com and translate the advertising tagline from English to another
language offered. Then take the result and translate it back to English. Would the tagline or slogan
be adaptable to another market? ........................................................................................................... 16
Part 3 ........................................................................................................................................................... 17
10. Determine if the campaign consistently integrates the message theme/tone/style consistently
throughout all consumer touch points: traditional/ non-traditional initiatives such as
advertising/promotion, alternative and digital marketing communication initiatives. ......................... 17
Provide specific examples. ..................................................................................................................... 17
Traditional ........................................................................................................................................... 17
Non Traditional ................................................................................................................................... 20
11. Evaluating an IMC marketing campaign: Provide at least 4 examples. ........................................... 23
Provide examples of how this campaign will be evaluated, measured, and validated (tracked) to
ensure success or possibly failure. .......................................................................................................... 23
Television/YouTube – “Legendary” commercials: “The Entrance”, “The Date”, and “The Express” . 23
Digital: Social Media, Website ............................................................................................................ 24
Sales Promotion .................................................................................................................................. 24
Experiential Marketing........................................................................................................................ 24
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Part 1
1. Typical advertising campaigns are designed to resolve a specific problem or pursue and
opportunity. Explain the problem or challenge? (This can also be expressed as an overall
goal of the campaign).
Before the release of the “Legendary Journey” campaign, Heineken was facing the problem that the
message for its beer wasn’t consistent across the globe. Because of this, consumers were buying into
the same product everywhere, however they weren’t buying into the same brand. Heineken distributes
its beer to over 170 different countries (WARC), where every region provides a different and unique
culture. With that change in culture comes the difficulty that Heineken has to continuously change its
image for each country. After all, Heineken cannot sell itself the same way it would in Canada to how it
would sell itself in the Netherlands.
Heineken identified what was considered to be a problem and in turned it into a unique opportunity.
What they realized was that although cultures changed across the world, the way men worldwide would
approach unique and difficult situations remained the same. With that in mind, the image that
Heineken created for itself was a premium beer that was distinctive and desirable. Heineken is desirable
by “men who know their way around” (WARC); men who can face the difficulty of a first date, introduce
themselves at a party, and remain cool under extraordinary pressure. Heineken is all about men
“progressing beyond their own borders” (WARC), reaching out to people and cultures beyond their own.
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HEINEKEN: LEGENDARY JOURNEY
2. Determine whether the communication initiative was intended for a mass audience or
a niche target segment. Rationalize.
Heineken deliberately focused its resources at the niche target segment of “men who know their way
around” (WARC). It specifically targets the Heineken beer drinker. Heineken did a study where they
interviewed over “9000 consumers” and asked them what “factors drive their alcoholic beverage
purchases” (Van Den Brink). What they discovered was two different market segments for the male
drinker: the one who “lives thoughtfully” and the one who is “determined to live legendary” (Van Den
Brink). The male who “lives thoughtfully”, prefers a quiet evening, yearns for private moments, and
enjoys an aged whiskey or crafted beer. The male who “lives legendary”, prefers engaging with
numerous people, spending long nights out celebrating, experiments, lives on the edge, and loves to
drink cocktails and imported beers. For the “legendary” male, it’s not about what they buy, but about
what they do. “Legendary” drinkers are about seeking that new thrill and amplifying their experiences.
Heineken targets the “legendary” drinker though a niche target segment.
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3. Describe, in your own words, the “Consumer Insight” that led to the Campaign ‘Central
Theme – “Big idea”.
Consumers were having difficulties identifying Heineken a part from all the other beers on the market.
With all the choices available for consumers, Heineken had no specific differentiation strategy. In
consumer’s eyes, Heineken was just another beer in an oversaturated market. In all the 170 different
countries that Heineken has been distributed to, consumers felt that the brand was becoming stagnant,
something they could no longer identify with. To them they couldn’t justify the price of what Heineken
called a “premium imported beer”, nor was it overly special comparatively to more affordable premium
imports. Heineken realized that in order to change the perception of their beer in the consumers mind,
they would have to identify with the consumer on a more emotional level. They would have to appeal
to whom the consumer was and what made their brand more appealing than the competitors. Thus
came the “Big Idea” from Heineken, the “Legendary” campaign which targeted “men who knew their
way around” (WARC). For consumers, they could identify with Heineken’s new brand, they could
embrace what it had become. It represented everything that they were: the ability to overcome their
own boundaries, reach out to people and cultures beyond their own, all the while displaying their
incredibly high confidence. Consumers who once saw the beer as stagnant, the same as every other
beer available, and an overpriced imported premium beer, was now the beer that made them more
desirable, confident, and above all else, cool.
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4. Advertising Objectives are behavioural in nature and generally identify a certain task
that advertising will achieve, what are the Advertising Objectives in this campaign?
To change the consumer’s perception to Heineken being a premium imported beer that will make them
cool, confident, and desirable.
To inform consumers that Heineken is a beer that will help them push their own boundaries, reach out to
new culture, and establish relationships with new unique personalities.
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5. Creative Objectives are statements that clearly indicate the content of the message to
be communicated to the target audience. What is the a) ‘Message’ Benefit Statement
‘Promise’ and b) Support Statement in this campaign?
Message:
The Legendary Hero, is inside every single Heineken beer drinker. Heineken is the beer for “men who
know their way around”, through the most anxiety driven situations. It’s about “progressing beyond your
own borders”, being able to reach out to cultures and personalities beyond your own (WARC).
Benefit Statement:
Drink Heineken, cross cultures, and handle any difficult situation becoming desirable, confident, and cool.
Support Statement:
Heineken is the only premium imported beer in over 170 different countries to globally unify “Legendary”
men (WARC).
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6. A Creative Strategy is a description and explanation of an ad campaign’s overall
creative approach. Determine the a) tone, b) style and c) appeal techniques of the
campaign.
Tone
Witty:
The legendary heroes from Heineken’s “The Entrance”, “The Date”, and “The Express” campaign,
demonstrate various forms of humor and clever tactics. The “Legendary” campaign is all about men
who’re able to use their wits and clever intellect in order to overcome the most difficult and outrageous
situations they become involved in.
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Adventurous:
Heineken is all about “Legendary” men, reaching out from beyond their own boundaries and
experimenting with something new. Each hero within the three campaigns, “The Entrance”, “The Date”,
and “The Express”, are not afraid of reaching out from their own comfort zone and trying something
completely new to them.
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Cultural/Global:
Heineken is a beer that is connected globally across all traditional and non-traditional platforms. The
heroes within the “Legendary” campaign, communicate and identify with various different forms of
culture. Each hero is respective of the culture that he is communicating with, much like how Heineken
cares for every culture it distributes to.
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HEINEKEN: LEGENDARY JOURNEY
Style:
Lively
The heroes within the Heineken Legendary campaign are lively and socially active individuals. They have
complex personalities and are able to interact with a variety of intricate personalities. They’re energetic
young men, who know how to interact beyond their own culture, establishing relationships with a
multitude of different cultures.
Confident
Men in the “Legendary” campaign are confident individuals, who’re able to confront and solve incredibly
complex situations. They’re able to master their social aptitude and exuberate a massive amount of
confidence, and influence the people around them. Characters in turn are attracted to the “Legendary”
men, charmed by their confidence.
Appeal Techniques:
Humor
Heineken uses humor throughout their entire campaign. They’re clever with their use of humor, it’s not
fully blown out of proportion, but carefully balanced. The “Legendary” men within the campaign know
how to have fun and share it with the people charmed by their charisma, but they also know when to be
suave as well.
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Sex
Although sex is used within their campaign, it’s done tastefully. “Legendary” men within the campaign
are extremely confident, charming, and attract many different women throughout the campaign. These
men know how to display elegance and are complete gentlemen when showing affection towards
women.
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7. Determine the Creative Execution: How is the message presented (delivered) to
generate impact? Describe the tactical and production considerations.
Lifestyle
Overall, Heineken uses a Lifestyle executional framework throughout their “Legendary” campaign.
Heineken is all about becoming a “Legendary” man, it’s “for the man who knows their way around”
(WARC), the man who confidently approach any difficult situation, and remain cool under extraordinary
pressure. The lifestyle of Heineken is about becoming desirable and loved by the people around you.
Heineken’s lifestyle is about “progressing beyond your own borders” (WARC), by reaching out to new
cultures and unique personalities.
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Affective Appeal:
AffectiveConativeCognitive
In the “Legendary” campaign, Heineken efficiently uses an affective appeal style. The target audience is
first influenced by the heroes’ antics of confidence, wit, and charisma. They feel an emotional
connection because they see themselves represented through what they see in the “Legendary”
campaign. Afterwards they purchase Heineken based off of what they see, acting on the impulse of
wanting to be the “Legendary” man. After the purchase and consumption of the drink, the target
audience reflects on their purchase feeling that they’re “a man who knows his way around” and
someone “who progresses beyond their own borders” (WARC).
Brand Awareness:
Heineken frequently matches itself throughout its “Legendary” campaign to its target audience: the
engaging, witty, and lively young man, looking for an exciting night out. Heineken is incredibly clever by
reinforcing the brand name multiple times throughout its platforms, making that connection with the
target audience.
Brand Recognition:
Heineken’s “Legendary” campaign is brilliant in its approach to finding the perfect exposure time to its
target audience. It’s not done too frequently, and is done at key moments to consistently remind the
target audience of Heineken’s connection to their message “for the man who knows their way around”
and “progressing beyond your own borders” (WARC).
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Part 2
8. Identify the Product’s Positioning. Explain how the ‘Tagline or Slogan’ reinforces the
positioning strategy?
Brand Positioning Strategy
Usage Situation:
Heineken defines itself to its target audience through usage situation. By having a Heineken beer, the
Heineken beer drinker himself becomes “Legendary”; he’s able to overcome complex situations, gain
confidence, and reach across his own boundaries to cultures beyond his own. In this sense, Heineken
becomes a unique lifestyle for men “who know their way around” (WARC); a lifestyle which allows them
at any time to drink Heineken becoming cool, confident, and desirable.
Positioning Statement:
For the engaging, adventurous, and clever young man, looking to socialize in an exciting night out.
Heineken is about crossing borders, opening up to cultures beyond your own, and becoming cool,
desirable, and confident.
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Slogan
“Open Your World.”
What’s the Importance of “Open Your World”?
Open your world is a clever slogan, sharing two different meanings. The first one refers to opening the
bottle to enjoy a great night out for “men who know their way around”. By opening Heineken, you’re
opening yourself up to a wonderful night out. Heineken provides the confidence to deal with
outrageous situations, and it leaves you feeling desirable and cool to the people that you engage with.
Heineken’s “Open Your World” (“Open Your World”) has another unique meaning to it in consumer’s
perception. “Open Your World” refers to “progressing beyond your own borders” (WARC). By opening
a bottle, you’re opening your own world, reaching out to cultures and personalities beyond your own.
9. Go to www.freetranslations.com and translate the advertising tagline from English to
another language offered. Then take the result and translate it back to English. Would
the tagline or slogan be adaptable to another market?
French - “Ouvrez votre monde”
Spanish – “Abre tu mundo”
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HEINEKEN: LEGENDARY JOURNEY
Dutch – “Open uw wereld”
“Open your world” in Spanish, French, and Dutch, doesn’t translate to offensive material. The
translation in each language is short, catchy, and delivers the message of Heineken being a multicultural,
global beer. The slogan is incredibly effective and could be used in all 3 languages. What’s most
surprising is the Dutch language and its comparison to English. Each word has a strong resemblance to
English and could easily be distinguished by a native English speaker. This alone completely identifies
with Heineken’s message as a global and multicultural beer, crossing all borders.
Part 3
10. Determine if the campaign consistently integrates the message theme/tone/style
consistently throughout all consumer touch points: traditional/ non-traditional initiatives
such as advertising/promotion, alternative and digital marketing communication
initiatives.
Provide specific examples.
Traditional
Advertising – Television
“The Entrance”
Heineken’s “Legendary” campaign has a set of three commercials “The Entrance”, “The Date”, and “The
Express”. These commercials are consistent with their message; “for men who know their way around”
(WARC), Heineken’s heroes are cool, confident, and desirable. They know how to “progress beyond
their own borders” (WARC) and mingle with culture and personalities outside their own. This sets the
tone where Heineken’s heroes are adventurous: trying experiences they’re not used to, witty: solving
difficult situations with their sheer wit, and cultural: able to connect with a multitude of people and
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HEINEKEN: LEGENDARY JOURNEY
personalities beyond their own. The style is emphasized in the fact the image of the brand, the heroes,
are given personalities of lively: energetic, thrill seeking and engaging, and confident: a flexible social
aptitude, with confidence that influences and inspires the people around them.
Print
The Heineken “Legendary” campaign extends itself to print, where the message remains the same “for
men who know their way around” and “progress beyond their own borders” (WARC). Although the tone
is far more difficult to deliver in print comparatively to television, Heineken still effectively demonstrates
its heroes through the tone of adventurous, and the style of confident.
Film “Skyfall”: Celebrity Endorsement “James Bond” (Daniel Craig)
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007, or James Bond, is known worldwide to be the ultimate man. Bond is sly, confident, cool, and above
all else, adventurous. He’s the image of what every young engaging, thrill seeking man aspires to be.
Bond fits the message of the Heineken “Legendary” campaign perfectly. Bond is certainly “a man who
knows his way around” and able to “progress beyond his own borders” (WARC). He fits the tone of
adventurous, witty, global/cultural and the style of lively and confident. Bond is the perfect
endorsement for Heineken to use with their “Legendary” campaign.
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Non Traditional
Experiential Marketing
“Crack the Case” - Touring Laser Shows:
Throughout the film “Skyfall”, consumers were invited to navigate through touring laser shows to test
their 007 capabilities ("Heineken: Crack the Case"). The experiential marketing event is brilliant in the
sense that it fits the overall tone of the campaign; adventurous, where participants go beyond their
comfort zone and test their athleticism to the max. It also fits within the “Legendary” campaigns style;
lively, energetic participants testing their mettle navigating the facility, and participants displaying their
confidence, feeling that they can complete this trial.
The Date
YouTube live “Serenade” event:
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HEINEKEN: LEGENDARY JOURNEY
Throughout Heineken’s “Serenade” event, participants were requested to log into the Heineken
website, or Facebook app, to ask “who they would like to date” ("Heineken: Legendary Date"). This
event played on Heineken’s message of “progressing beyond your own borders” (WARC), as confident
young men wrote down who they would like to take out on dates. The tone throughout this event was
adventurous; it would take a strong confident individual to relinquish that information online. The final
night of the event played off the tone of adventurous and witty, and the style of confidence. Selected
participants asked the people they wanted to have a date with through video feed on YouTube as it was
aired live across the internet.
Sales Promotion:
“Crack the Case” – Contest
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HEINEKEN: LEGENDARY JOURNEY
Individuals participated in this contest to become recognized as special “00” agents (just like James
Bond) ("Heineken: Crack the Case"). Ads were placed through POS in stores, going to the movies, print,
and more extreme environments. The promotion played on the message of “progressing beyond your
own borders” (WARC), the tone of adventurous, and the style of lively and confident. To get the codes
participants had to travel to extreme areas where codes were projected onto high cliffs, touring laser
shows, and an aquarium full of sharks. This required participants to have a craving for adventure, and
the confidence to remain cool in extreme conditions.
Digital
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HEINEKEN: LEGENDARY JOURNEY
Heineken’s “Legendary” campaign is incredibly active through the use of digital media. It includes: their
website, Facebook, YouTube, and their blog, where they respond to consumers in real time. The
message of “for men who know their way around” and “progressing beyond your own borders” is
prevalent in both platforms. Consumers engage and hold conversations with other individuals globally.
This form of communication completely tears down language barriers. The tone of witty, adventurous,
is achieved through all digital media platforms as the Heineken drinker communicates with people
around the world in different fun and unique ways. The style of lively and confidence is achieved as well
considering the social media platform Facebook has been quite active, and it takes a considerable
amount of confidence to reach out to strangers from completely different cultures.
11. Evaluating an IMC marketing campaign: Provide at least 4 examples.
Provide examples of how this campaign will be evaluated, measured, and validated
(tracked) to ensure success or possibly failure.
Television/YouTube – “Legendary” commercials: “The Entrance”, “The Date”, and “The Express”
Heineken’s “Legendary” commercials could be potentially tracked through the use of the reach,
frequency, and GRP. Since Heineken broadcasts its commercials in several different countries, Heineken
would have a way of tracking how many people are watching (through reach) how often they see it
(through frequency), and how valuable each point is (GRP). Another way for Heineken to measure the
effectiveness of their campaign would be to follow up with DAR un-aided responses. Heineken could
check with potential consumers to see if their specific commercial made an impact with them. Heineken
could also check in through real time on their YouTube media page, taking notice of the comments and
how it has resonated with their target audience.
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Digital: Social Media, Website
Heineken has a few options available to measuring and validating through social media and their
website: PPC (pay per click) and social media real time feedback. PPC would determine how often
visitors log onto their website and social media microsites through the use of banners and SEO (search
engine optimization), where the consumer specifically searches for any term related to the word
“Heineken”. Although more value comes through web analytics where Heineken could measure how
long, how frequently, where they’re visiting, and when they’re visiting the website vs PPC. Social
media’s efficiency would be measured through when people are engaging through real time and how
often. Facebook could also determine how many people are interested in the “Legendary” campaign
through the amount of “likes” on their microsite.
Sales Promotion
Sales throughout Heineken’s “Crack the Case” event would determine how many people were taking
part in the event. Scanners through POS would determine when the product was bought, but wouldn’t
be able to measure if the actual consumer was taking part. However redemption of the codes would
show how efficient the campaign has been with the target audience. The more codes that are
redeemed, the more people are participating.
Experiential Marketing
Heineken’s “Serenade” event would measure how many people are actively participating within
experiential marketing. Participation in the Serenade event requires consumers to fill out forms through
both Heineken’s website, Facebook, and the “Serenade” application. This also would have a multiplier
effect as consumers could be engaged to check out more media within Heineken’s website beyond just
the dating application. This media could once again be measured through either PPC, or through more
valuable information in web analytics.
Overall, all platforms would be evaluated by ROI (return on investment) and the media multiplier effect.
Since Heineken is a brand that is in the premium beer industry, Heineken is more concerned about both
profitability and market share. For Heineken, the ROI on both profitability and market share would hold
more value than any other alternate forms of evaluation. This is due to the fact that Heineken faces stiff
competition for market share with Carlsberg and Diageo. Since Heineken is involved within numerous
forms of media platforms which include: digital, social media, experiential marketing, sales promotion,
print, and film, Heineken’s value is quite high through the media multiplier effect. Heineken’s
“Legendary” campaign consistently delivers the message of “for the man who knows their way around”,
“progress beyond your own borders”, through use of the slogan “Open Your World”, which in turn
increases the efficiency of the media multiplier effect.
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Works Cited
"Crack the Case" wk.com. Wieden + Kennedy, 2014. Web. 3 Dec 2014.
"Heineken: Crack the Case" coloribus.com. Creative Advertising Archive, 2014. Web. 3 Dec 2014.
"Heineken: Legendary Date" coloribus.com. Creative Advertising Archive, 2014. Web. 3 Dec 2014.
"Open Your World" wk.com. Wieden + Kennedy, 2014. Web. 3 Dec 2014.
"The Date" wk.com. Wieden + Kennedy, 2014. Web. 3 Dec 2014.
Van Den Brink, Dolf "How Heineken Discovered Its Niche In An Overcrowded Market." Fast Company. 14
July 2014. Web. 3 Dec. 2014.
WARC. "Heineken’s Legendary Journey: Justifying a premium the world over." WARC. American
Marketing Association, 2013. Web. 3 Dec. 2014.
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