JCDecaux’s Australian-first, experiential Out-of-Home campaign execution for Heineken has resulted in over 500 tickets being awarded in Melbourne to the 2017 Formula One Rolex Australian Grand Prix (F1), and another 180 people winning prizes in other states.
Heineken’s ‘virtual doorwoman’ – ex-Bachelor contestant Olena Khamula – was part of the More Than A Race campaign. The activation to promote”‘Heineken Saturday”aimed to drive awareness of the Heineken and F1 partnership and the 2017 Formula One Rolex Australian Grand Prix from March 23 to 26 2017.
The interactive screens appeared in high-traffic shopping and nightlife precincts in Brisbane, Perth, Sydney and Melbourne. At the nominated time, members of the public were able to interact via a live video stream with the ‘Heineken Hostess’. The Heineken Hostess invited passers by to prove they have what it takes to win tickets to Heineken Saturday at the F1.
The panels were equipped with a monitor, microphone, speakers and 4G modems to allow video conferencing back to an off-site studio in Sydney. The panels were also fitted with ticket dispensers which, from the studio, could be instructed to dispense tickets via the Heineken Hostess. A camera in the panels also read ID cards for proof of age.
In Melbourne, consumers who were are able to ‘talk their way in’ saw the Heineken d Hostess dispense four general admission tickets to the F1 from the panel with a green strobe beacon flashing to attract extra attention. In Sydney, Brisbane and Perth, users were rewarded with a VIP experience to Heineken Saturday including flights and accommodation to Melbourne and those that didn’t get tickets won vouchers for local rewards.
JCDecaux’s head of creative solutions Alan Klein said: “We are thrilled with the response to this campaign, which saw consumers around Australia respond in real-time to a live digital feed. We had passers-by lining up to ‘talk their way in’ to Heineken Saturday the F1.
“The ability to win in real time generated amazing levels of interaction. We saw consumers moonwalk, Bollywood dance, sing, breakdance, beatbox, perform backflips and do the worm, as well as shout about their love of Heineken. The video and images capturing all these memorable moments speak for themselves about the overwhelming reaction to this Australian-first campaign.”
“The campaign was the result of a unique collaboration with Zenith, Red, Momentum and Heineken all working together to push Heineken’s progressive boundaries to create an idea which would excite our audience and deliver on Heineken’s premium distinctions. Expertly executed by JCDecaux, the partnership created fantastic results, worthy of launching the Heineken F1 partnership,” said Kate Evans, Chief Innovation Officer, Zenith.
Says Nada Steel, marketing manager, Heineken Lion Australia: "This exciting and innovative media launch was the result of a collaborative process, working together to bring Heineken's progressive brand values to life. We wanted to create an idea that would excite our audience and deliver an innovative and memorable experience for consumers.
"By bringing an Australian-first interactive live video stream media panel activation to the Australian public, we are confident of creating a high level of excitement worthy of launching our Heineken Formula 1 partnership."
The Heineken panels, featuring JCDecaux Citylights in Sydney and Brisbane, StreetTalk in Perth and a custom built freestanding panel in Melbourne, ran from 15 to 20 March.