Heineken’s brand promise is to deliver exciting adventures and a perfect way to achieve this is through their innovative campaign in the style of a game show. It captures the imagination and dream of many, to do something spontaneously that is outside our daily routine and explore the traveller inside all of us.
Heineken set up the “Departure Roulette” in JFK, New York, to further promote Heineken’s global and innovative campaign “Dropped”, a reality web series where travellers are dropped from a helicopter into a random location around the world where they have to fend for themselves.
It was a real-life real-time social brand experiment offering free trips to different countries, the only catch is that they had to leave right then and there – not knowing the final destination until the button was pushed. 7 people were adventurous enough to push the button and received flights to places such as Cyprus, Portugal, Thailand, Laos etc. Heineken’s underlying intention was to prove that a legendary journey is born out of spontaneity and taking a risk, not from planning.
Greg Vosits was about to fly out to visit his grandparents in Austria when he won a trip to Cyprus. Heineken booked him a hotel room for two nights and gave him $2000 to cover any expenses. They also arranged a flight from Cyprus to Vienna, and then from Vienna back to New York.
Great for Greg but also for Heineken. The marketing campaign was aired on YouTube, using digital visualisation to drive customer engagement and share the experience of ‘anything is possible’.
A well-built and managed brand is a significant asset for any business. Here are a few easy ways to measure how aligned your brand is to you.
https://liquidcreativity.com.au/wp-content/uploads/2020/08/Build_a_great_brand-02b.png481881Liquid Designershttps://liquidcreativity.com.au/wp-content/uploads/2016/08/liquid_logo.svgLiquid Designers2020-08-20 15:44:382020-10-20 11:34:37How to build a great brand that’s aligned with your business
Every business big or small could benefit from a consistent brand. Make sure to follow our tips to keep your brand aligned with who you are.
https://liquidcreativity.com.au/wp-content/uploads/2020/08/Improving_brand_Consistency-scaled.jpg13842560Liquid Designershttps://liquidcreativity.com.au/wp-content/uploads/2016/08/liquid_logo.svgLiquid Designers2020-08-02 12:31:232020-08-11 10:49:44What is brand consistency and why it matters
When it comes to branding, change can be a difficult thing to master. How do you know when to rebrand? Here are just some of the indicators when a rebranding strategy may be precisely what your business needs.
https://liquidcreativity.com.au/wp-content/uploads/2020/01/When_to_rebrand.v1b-01.png482882Liquid Designershttps://liquidcreativity.com.au/wp-content/uploads/2016/08/liquid_logo.svgLiquid Designers2020-03-12 09:19:392020-08-31 11:50:40Taking the hint: When you should rebrand
Profiling is an essential aspect of building a brand with an appealing personality. So how can you build a brand profile that customers will love?
https://liquidcreativity.com.au/wp-content/uploads/2020/01/Profiling-brand-personality-1.png482882Liquid Designershttps://liquidcreativity.com.au/wp-content/uploads/2016/08/liquid_logo.svgLiquid Designers2020-02-26 10:08:172020-06-12 12:01:51Brand profiling: Building a consistent brand with a compelling personality
Your branding should be one of the strengths of your business, however it needs to actively managed to be effective. Here's our guide to successful brand management.
https://liquidcreativity.com.au/wp-content/uploads/2020/01/Project-your-brand-management.png482882Liquid Designershttps://liquidcreativity.com.au/wp-content/uploads/2016/08/liquid_logo.svgLiquid Designers2020-02-11 09:21:132020-08-31 13:23:21Brand management: Process and responsibilities
As we begin a new year, learn about the strategies that will best position your brand to attract the right customers you want and grow your business.
https://liquidcreativity.com.au/wp-content/uploads/2020/01/2020_Guide_To_Successful_Brand_Positioning.png482882Liquid Designershttps://liquidcreativity.com.au/wp-content/uploads/2016/08/liquid_logo.svgLiquid Designers2020-01-15 08:57:372020-08-31 13:33:26The 2020 guide to successful brand positioning in your market