MERCADEO Versión en español
Heinekens new global campaign invites young people to dance more, drink slow
7 de enero de 2014
La campaña se pondrá en marcha en más de 20 países
Heineken partners with the well-known DJ, Armin Van Buuren, in an innovative campaign targeting young adults. The global campaign dubbed Dance More, Drink Slow, projects a powerful message of responsible alcohol consumption in a new, very convincing way. It focuses on how to really enjoy a night out while remaining in control – and how you cant have one without the other.As an industry leader, Heineken wants to contribute to the positive role of beer in society, by making moderation aspirational for consumers. We believe that we can be more effective in making positive behavior aspirational by utilizing our creativity and tackling the issue of abuse in an engaging and relevant way” said Alexis Nasard, global chief marketing officer and president of Western Europe at Heineken.The campaign theme will also be acted out in The Experiment, a film featuring Armin van Buuren. The social experiment it dramatizes is about two different nights at the same club, but with a different DJ each night. The movie shows the influence a DJ can have over customers to change their behavior so they dance more and consequently drink slower. To see the video, click {here;http://youtu.be/WRup4Xk7uKE}.The campaign will launch in more than 20 countries backed by an series of integrated experimental activities aimed at young adults for when they go out at nights.
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