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.
Mumbrella has made the bold call to turn off comments on its articles, a move that will undoubtedly have a big impact for the publishing site. Mumbrella head of content Damian Francis made the announcement Friday afternoon, penning an opinion piece which will be the last article on Mumbrella to have comments. Francis wrote: “From […]
A YouGov survey has revealed that adult mobile game players prefer audio ads over other monetisation models in mobile games. The survey, which asked 1,249 players about their preferences in mobile games, revealed that consumers have a preference for audio advertising, surpassing other popular monetisation models such as rewarded video and in-app purchases. The new […]
IVE has today announced the launch of ivolve, it’s expanded hygiene and Personal Protective Equipment (PPE) offering designed to help businesses return to the workplace safely. Led by hygiene and health consultant, Shylie Smith, the offering already provides products such as face masks, hand sanitisers and anti-bacterial wipes to many of Australia’s largest businesses including […]
Nine Virgin Australia Supercars Championship teams have confirmed their place in an expanded 2020 Repco Supercars Pro Eseries field. Repco recently announced it will take naming rights sponsorship of the Supercars Championship and the Bathurst 1000 from 2021-2025 and is the new naming rights partner of the popular eseries that will again feature a number […]
It's all the winners & runners up from the Snapchat Young Lions. And, if you're not on it, technically the losers, too.
Suzuki Australia have announced that they are so confident in the experience of their own vehicles that they are allowing customers to test drive them to other test drives, at other dealers. This latest tongue-in-cheek campaign from the For Fun’s Sake platform, has launched with a TVC showing a Suzuki dealer assisting potential car-buyers to […]
Tel Aviv headquartered global freelance marketplace, Fiverr, is launching into the Australian market with By All Means as lead creative agency, following a four-way pitch. By All Means will be charged with leading brand growth via multiple campaigns that will begin this month concurrently with a refresh for the brand rolling out globally. “In many […]