Heineken has announced details of an Australian-first innovative media activation designed to connect with consumers in the lead up to the 2017 Formula 1® Rolex Australian Grand Prix.
The activation will be the first local event to mark Heineken’s new major strategic global partnership with Formula 1.
Heineken and JCDecaux have partnered to create specially-designed live streaming interactive billboards that utilise innovative real-time video technology.
The billboards will be positioned in strategic high-footfall CBD locations in Perth (Murray Street), Brisbane (Reddacliff Place) and Sydney (Martin Place), and will communicate with passers-by in real time, offering them the chance to win a VIP experience with Heineken.
In Melbourne (Southern Cross Station), consumers will have the chance to instantly win tickets to ‘Heineken Saturday’.
A Heineken hostess will interact with consumers, who will have to prove their worth to win a VIP Heineken Saturday experience at the 2017 Formula 1 Rolex Australian Grand Prix.
To help drive awareness and interaction with the campaign, Heineken has appointed Olena Khamula, a former contestant of romance reality TV show The Bachelor, to lead the search to find a select group of consumers who have what it takes to get onto Heineken‘s VIP guest list.
Nada Steel, marketing manager at Heineken Lion Australia, said the media launch was the result of a collaborative process on which it worked to bring the beer brand’s progressive values to life.
“We wanted to create an idea that would excite our audience and deliver an innovative and memorable experience for consumers,” she said.
“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.”
Heineken is supporting the ‘More Than a Race’ campaign with a significant brand investment. The through-the-line campaign includes TV, out-of-home advertising, innovative outdoor billboards, digital support, on and off-premise activity, and experiential brand activations.
Heineken’s experiential activity includes a consumer activation cube at Fatto Bar & Cantina in Melbourne and the much-anticipated debut of Heineken Saturday, headlined by UK super group Rudimental and local artist Hayden James.