Heineken’s “Worlds Apart” video is controversial marketing done right. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. Bipartisan Bills are not covered by the Media. Heineken "Worlds apart" by Publicis London. The case analyzes the advert in reference to the contact theory. In the Worlds Apart campaign video, Heineken puts three pairs of people into a room — a feminist and an anti-feminist; an environmentalist and a climate change denier; and a man and a transgender woman who don't agree on identity. Great message. Heineken’s “Worlds Apart” begins by asking a wide Heineken’s ‘social experiment’ ad campaign Use of this site constitutes acceptance of our. That’s the question behind Heineken’s new advertisement, “Worlds Apart,” in which strangers participate in a social experiment, meeting to build some furniture and get to know each other. They were strangers a world apart, brought together by a beer commercial billed as a social experiment. /* asppage */ A new Heineken ad titled 'Worlds Apart' brings together people whose politics are just that, but who manage to sit down and chat over a beer. Generations Apart – A Social Experiment by Heineken for India February 3, 2018 After the resounding success of its “social experiment” campaign, Worlds Apart, where it invited people of different political ideologies to come together and chat over a beer, Heineken has launched a new campaign, culturally customized for the Indian market. Titled “Worlds Apart: An Experiment,” the two-minute-long commercial shows six strangers paired up, unaware that their partners hold opposing views to their own. 7.3% increase in beer sales in the UK during 12-week period following the campaign; 80% of consumers said Heineken is a brand for them; 78% felt closer affinity to the brand; More than 50 million views of the “Worlds Apart” film The Science Behind Heineken’s “Worlds Apart” Ad. Along the way, they bridge political divides — with a little help from Heineken. Apart from Heineken Worlds Apart commercial, the campaign includes a study let by Goldsmiths University on the Science of Common Ground, an employee ‘Mix It Up’ campaign and Facebook Chatbot that connects people from diverse backgrounds. Heineken UK’s new ‘Worlds Apart’ ad campaign pairs up strangers with contrasting views, inviting them to resolve their differences over a beer. The Plight of Refugees Brings People Together. RESULTS • Over 8 consecutive days we generated 15 million organic views before paid media was turned on • During the 12 week period following the campaign Heineken saw a 7.3% increase in beer sales in the UK • 80% of consumers said Heineken is a brand for them, following exposure to the ad • 78% felt closer affinity to the brand as a result Heineken® volume grew 4.5%, one of the brand's strongest performances in recent years, with positive volume performance across all regions apart from Asia Pacific.Volume grew double digit in Brazil, South Africa, Russia, Mexico and Romania. An unexpected error has occurred with your sign up. After a string of controversy resulted from recent ads released by Pepsi and SheaMoisture, a new commercial by Heineken seems to have hit the right note among consumers. All our Heineken Worlds Apart Campaign Case Study cheap essays are customized to meet your requirements and written from scratch. Heineken® commits to inspire consumers with “ When you drive, never drink” campaign. We employ over 80,000 employees and operate breweries, malteries, cider plants and other production facilities in more than 70 countries. How Heineken and Publicis built brand success on big issues. Results Whilst the campaign was only supported in the UK, the provocative subject matter meant it transcended borders and boundaries and was viewed more than 50 million times in over 150 countries. In the Worlds Apart campaign video, Heineken puts three pairs of people into a room — a feminist and an anti-feminist; an environmentalist and a climate change denier; and a man and a transgender woman who don't agree on identity. Andre Varty HuffPost Canada. The brand unveiled its new ‘Open Your World’ campaign at the end of last month, which challenges Brits to break down barriers and find common ground with others who have opposing views. One of the Heineken adverts featuring Wales. Whether or not work on the Worlds Apart campaign predates Pepsi’s PR disaster – the production value suggests so – it was released soon enough after for the comparison to be inevitable. All Rights Reserved. Heineken knows that at its core, beer is a social product. With Heineken, we have launched many different assets under #SocialiseReponsibly to engage with our consumers and customers across the globe. Results. According to Cindy Tervoort, head of marketing at Heineken UK, the Worlds Apart video received over 40 million views across a variety of platforms. Heineken brings together opposing sides over a beer in a film that goes some way to prove that in the end, all we really want is to just get along with each other. Many People are Reaching Out Across the Partisan Divide After Trump’s Election. Heineken Worlds Apart Campaign. Some even pointed out that the commercial bore similarities to the controversial Pepsi ad featuring Kendall Jenner, by apparently implying that a drink could solve problems. Some also questioned whether people could really change their views so easily. The results speak for themselves. INTRODUCTION Clearly some members of Heineken’s ad agency have been reading the social science literature as evidenced by this recent ad (video below), which has been all over my social feed, as well as having been written about in Vox, The Huffington Post, Fast Company, The Today Show, The Guardian, and many other places.. For over 150 years, Heineken has embraced values like openness and diversity. //-->. Open Your World kicked off with the launch of short film Worlds Apart last week, which saw the brand bring together strangers with opposing beliefs to “find common ground” over a beer. The Heineken campaign, which was created by Edelman and Publicis, London, scooped a Bronze Lion in the Cyber category at this year’s Cannes Lions festival.At the time of writing, the Worlds Apart film had reached more than 40 million views across different social channels. Around the same time, Heineken released “Worlds Apart,” a UK-filmed “social experiment” ad as part of its #OpenYourWorld campaign that you couldn’t miss on Facebook or Twitter. This is the story of a premium lager brand that led the discussion about a rising social issue - and, in doing so, built greater meaning among millennials and ultimately added value to the business. A bold move, considering that Pepsi and Nivea both issued public apologies for their embarrassingly off-the-mark ads earlier this month. They had opposing political views to inspire consumers with “ When you drive, never drink ”.. 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