Heineken Unveils Interactive Activation to Launch F1 Push in Australia

Heineken has announced details of an Australian-first innovative media activation, designed to connect with consumers in the lead up to the 2017 Formula 1 Rolex Australian Grand Prix. This will be the first local event to mark Heineken’s new major strategic global partnership with Formula 1.

Heineken and JCDecaux have partnered to create specially designed, live streaming interactive billboards that utilise innovative real-time video technology, enabling Heineken to provide an immersive and truly connected experience for consumers.

The billboards will be positioned in strategic high-footfall CBD locations in Perth (Murray Street), Brisbane (Reddacliff Place) and Sydney (Martin Place) and will communicate with passers-by in real time, offering them the chance to win the ultimate Heineken Saturday VIP experience. In Melbourne (Southern Cross Station) consumers will have the chance to instantly win tickets to Heineken Saturday.

A Heineken hostess will interact with consumers, who will have to prove their worth to win a VIP Heineken Saturday experience at the 2017 Formula 1 Rolex Australian Grand Prix. To help drive awareness and interaction with the campaign, Heineken has appointed Olena Khamula, former ‘The Bachelor’ star and model to lead the search to find a select group of consumers who have what it takes to get onto Heineken’s VIP guest list.

Nada Steel, marketing manager, Heineken Lion Australia said: “This exciting and innovative media launch was the result of a collaborative process, working together to bring Heineken’s progressive brand values to life. We wanted to create an idea that would excite our audience and deliver an innovative and memorable experience for consumers. By bringing an Australian-first interactive live video stream media panel activation to the Australian public, we are confident of creating a high level of excitement worthy of launching our Heineken Formula 1 partnership.”

Heineken is supporting the ‘More Than A Race’ campaign with a significant brand investment. The through-the-line campaign includes TV, out of home advertising, innovative outdoor billboards, digital support, on and off premise activity and experiential brand activations. Heineken’s experiential activity includes a consumer activation cube at Fatto Bar & Cantina in Melbourne and the much-anticipated debut of Heineken Saturday, headlined by award winning UK super group Rudimental and local artist Hayden James.

Momentum provided the creative for the campaign, while ZenithOptimedia handled the media.

Source: Campaign Brief

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