Recently an advertisement was released for Heineken Beer by the agency Wieden + Kennedy that sparked some attention.
The advertisement showcases “Departure Roulette” daring JFK customers to #drop their previous flight plans in exchange to “push the button” revealing a random destination that Heineken will pay for. The catch? The players must pre-agree to travel to whatever destination the Departure Roulette board randomly turns up. Pretty exciting right?
This ‘push the button’ advertising has been done before, (TNT commercial) However this specific campaign takes the concept to a new level and emphasizes adventure and excitement that everyday consumers want. However, not once is the actual product mentioned we only see the brand name. The campaign focuses on impulse. NYTImes says,“Impulsiveness is highly valued by marketers, who encourage spur-of-the-moment purchases.”
An article by AdWeek describes one contestants adventure, “On Tuesday, a man played the game and ended up going to Cyprus instead of Vienna. (He had been planning a six-week visit with his grandparents, but soon learned he would be headed to Cyprus on a 9:55 p.m. flight. Heineken gave him $2,000 to cover expenses and booked him into a hotel for two nights.”
This idea is brilliant!! Although the TV spot shows multiple people rejecting the offer, who wouldn’t want a trip of a lifetime to an unknown destination. I know I would press the button. The idea of offering people a marvelous spur-of-the-moment adventure is pretty cool.
But the real question here is how does this advertisement connect to the alcoholic beverage/brand? By the end of the commercial I was dreaming about a tropical vacation not their brand or their beer. It is not a direct connection but outlining the kinds of people who drink Heineken beer.
“Heineken drinkers like to think of themselves as worldy men, accustomed to trying new things and stepping outside of their comfort zone,” says Heineken’s global communications director Sandrine Huijgen. “With ‘Dropped,’ it is the ultimate expression of being a worldy man–overcoming one’s inhibitions to seek new experiences.” (Co.Create)
This video left me wanting to know more about the future of the contestants( Was hotel covered? Do they pay for the flight back to JFK, ect.) So, I posed this question to Heineken & Wieden + Kennedy’s twitter pages:
Will keep you updated if either respond. Would you drop everything for an adventure of a lifetime?