Activate Heineken brand in the “Legendary Travellers Wanted” adventures territory under the dark market conditions, develop a strategy of the integrated marketing campaign which is fundamentally new for the beer category and realize a buzz marketing project.
During 6 months we looked for true legendary travellers who are ready to boldly go where others would not dare at any moment with people they never knew. Among several thousand applications the top tens were selected and sent on a travel. Each travel was a terribly difficult but feasible task in a foreign country which details were wrapped in mystery till the last moment. In the beginning: a green envelope with the letter which makes you sit down. In the end: pleasure and tears of the winners who accomplished an incredible task and won a return ticket. Each task was created taking into account individual psychological weaknesses and features of each person: fears and charisma of adventure lovers. It was not a simple trip but assumed conquering fears which gave real emotions. Video and photo materials became a unique content for the online reality show «Legendary Travellers» which could inspire more than one million representatives of target audience.
Examples of tasks: in Bangkok the task was to get on a Thai wedding and to sing a song in honor of married couple. in Budapest – to spend a night in the Romanian castle for free. in Mumbai – to act in the Indian movie!
Результат Happy End
Heineken strengthened its positions in 2013 in comparison with 2012 when the entire beer market dropped by 8,5%! More than 1 000 000 people were inspired by watching episodes of the project on YouTube and on the site.