Gaming is commonly stereotyped as a reclusive pastime, however Heineken is difficult that notion with a celebration of its neighborhood spirit.
The beer model’s first main marketing campaign devoted to players faucets into an perception well-known amongst that viewers: on-line video games are simply one other method to socialize. A movie, titled Simply One other Evening Out, tells the story of Alex and three mates who’re organizing a time to hang around.
Set within the Brazilian metropolis of São Paulo, the advert exhibits the group texting one another from varied areas together with a boxing ring, a barber’s chair and an orchestra rehearsal as they prepare to satisfy up that night time. As they rush to make it on time, grabbing bottles of Heineken from their fridges, it’s revealed that they’re assembly on-line in a sport relatively than a bar.
“Not all nights out are out,” the endline says.
The worldwide marketing campaign launches in Brazil as a result of it is likely one of the largest gaming markets on this planet, with 88% of the inhabitants taking part in video video games on some kind of system.
Past the business, the marketing campaign contains a number of gaming activations. “In-Video games Bars” will supply vouchers for Heineken merchandise inside 2,700 cell video games, whereas supply food and drinks app IFood will permit players to order the model’s drinks.
Moreover, Heineken has teamed up with São Paulo grocery store chain St. Marche for a “Beer Matchmaking” expertise assembly a typical grievance of players attempting to attach with others. By a limited-edition Heineken bottle with a QR code, gamers can discover matches in accordance with their favourite kind of sport.
The model may even associate with streaming platform Twitch and TikTok for a sequence of gaming challenges.
Publicis Groupe inventive store Le Pub developed the marketing campaign by its gaming and innovation division Le Storage. Frederic Planchon directed the movie by manufacturing firm Academy Movies.
