Heineken’s Bond partnership, part of its global strategy of solidifying the brand’s position as a premium drink and drive brand-relevant conversations, continues ahead of the release of SPECTRE through a $100m integrated marketing campaign that includes product placement, advertising and the world’s first space selfie called ‘Spyfie’.
This latter Spyfie-led digital strand of the movie partnership sees Heineken link with Urthecast’s ultra HD cameras on the Deimos satellite (orbiting 600km above the Earth’s surface) to take individual space selfies of those competition winners attending Heineken’s exclusive November SPECTRE screening event in a secret location.
The advertising phase of Heineken’s Bond alliance is a 360-degree global campaign that aims to ‘surprise’ and ‘excite’.
This will span 85 markets and, in addition to in-movie placement, the campaign is led by a combination of a TV spot and a social media campaign, the creative again features Daniel Craig himself – this time with an ‘unexpected twist’.
Launched on 21 September on Facebook https://www.facebook.com/heineken/ and promoted via its own social channels – including Twitter
Heineken reveals #SPECTRE TV ad starring Daniel Craig as James Bond: http://t.co/JUNz0baieL pic.twitter.com/urZAZq9ZBe
— HEINEKEN Company (@HEINEKENCorp) September 21, 2015
the flagship commercial features Daniel Craig as James Bond in a high speed boat chase (with a familiar Bond Villain cameo in the form of footage featuring Hervé Villechaize – who played The Man With The Golden Gun henchman Nick Nack – who died in 1993).
The spot – which features genuine SPECTRE cinematographers and stuntment (plus references to previous Bond movie scenes) to ensure Bond authenticity – will air on TV and in cinemas worldwide from 22 September
The ad was created by Wieden & Kennedy Amsterdam and will be one of the agency’s latest campaigns for the beer brand after Heineken ended its relationship with the agency earlier this year.
The spot was penned by Thierry Albert, it was art directed by Faustin Claverie and directed by Tom Kuntz through MJZ.
Other activation strands include a ground-breaking social campaign, in-store promotions, and local market activations.
To open the Spectre campaign, Heineken is offering half a billion Bond branded packs in stores from September.
These contain a logo code that can be scanned to unlock unseen film footage, movie downloads, as well as exclusive, never-before-seen content and behind the scenes footage which can be accessed by consumers using their smartphones to scan the on-pack logos.
Heineken’s integrated Spectre work invites consumers into the world of Bond: giving fans access to exclusive behind-the-scenes Spectre content, classic Bond films to download,
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Heineken, which has been a key Bond commercial partner since 1997’s Tomorrow Never Dies, has described its innovative SPECTRE campaign as a celebration of the partnership.
‘The very nature of the Bond film franchise gives us opportunities to take a cutting-edge and pioneering approach that both excites and adds real value to the film fan’s experience,’ claims Heineken’s global sponsorship director Hans Erik Tuijt.
Heineken is the only Spectre partner to run a TV spot starring Daniel Craig himself – although fellow film partner Sony’s SPECTRE ad is fronted by Moneypenny – in the form of actress Naomie Harris in character (see case study).
This follows the previous pattern for Heineken’s Skyfall spot in 2012 – which generated more than 24m YouTube views
See our previous case study on Heineken’s Skyfall ‘Crack The Case’ activation.
Part of the objective for the new ad is to exceed this statistic.
Indeed, the TVC ambition is to reach more than half a billion people and all Heineken markets are changing their above the line to the Bond campaign.
This campaign, compared to Skyfall’s work, is more streamlined, sharper and more targeted to ensure the brand can is the consumer talking point of consumers in multiple markets.
‘We used to do partnerships with other brands such as Zoolander and The Matrix. But we’ve sharpened the strategy to ‘fewer, bigger, better’ because we really want to get our whole company, worldwide, behind [the same] big platforms, because in the digital age it’s great if people from the United States to South Africa to Vietnam are talking about one thing – then we are really part of the conversation,’ explains Heineken’s global sponsorship director Hans Erik Tuijt.
Heineken reportedly spent $100m on marketing its partnership last time round with Skyfall and this new activation continues that trend and will see even more financial investment in activating the partnership
Heineken has a longstanding relationship with the famous spy, having first partnered with the series since 1997 – Spectre marks the seventh film the beer brand has struck a sponsorship deal with.
Despite the purist fans pointing out that the secret agent is most famous for his love of vodka Martinis (which will be sponsored in this film after the studio signed a multi-million pound deal with Belvedere Vodka) and that Red Stripe was the first lager to sign a product placement deal with the Bond franchise, Heineken’s 007 alliance is now in its 17th year.
‘The film franchise gives Heineken access to the men “who want to be Bond” and the women “who want to be with Bond,” comments Tuijt.
‘Everyone is free to have an opinion but the facts is that Bond is a drinker. He drinks champagne, when he is dressed up in his white tuxedo he will drink Martinis and there are moments when he drinks a beer. If you go back to the books he’s drinking beer. He knows which drink to drink on what occasion.’
Links:
Heineken YouTube:
https://www.youtube.com/user/heineken
Heineken Facebook:
https://www.facebook.com/heineken/
Heineken Twitter:
Heineken Instagram:
https://instagram.com/Heineken
Heineken Tumblr:
http://heineken-agegate.tumblr.com/#heineken/
SPECTRE Website:
http://www.sonypictures.com/movies/spectre/
Albert R. Broccoli’s EON Productions Website:
http://jamesbond.wikia.com/wiki/EON_Productions
Metro-Goldwyn-Mayer Studios Website:
