Alcoholic beverages Archives | Havas Red Australia

LAUNCHING HEINEKEN HOUSE

To celebrate the launch of Australia’s first flagship Heineken venue, Heineken House at Sydney Airport’s international terminal, Heineken wanted to do something special to reinforce its premium image and show how great things can happen when you kick your holiday off from Heineken House.

We invited a select group of social media influencers on an international trip of a lifetime with Heineken. They agreed despite having no knowledge of where they were going, who they were travelling with, or what they would do when they arrived. Told only to bring clothes slightly warmer than their Sydney summer wardrobes and their passports, our influencers had no idea that we were taking them to Queenstown New Zealand until they arrived at Sydney Airport, bag in hand and ready to go.

We coordinated a trip with experiences to challenge and excite our worldly ladies and gentlemen including a jet boat ride from the airport to the main town, jumps on the Shotover Canyon Swing (the world’s highest free fall) and quad biking. A surprise pick up from a scenic lunch took the group in a helicopter up a mountain overlooking Lake Wakatipu where we had a hit of golf off the side of an alp – enjoying a Heineken or two along the way.

The trip created countless content opportunities for our influencers and content was then pitched to media upon our return.

7 key influencers engaged

Social media reach of 8M + with throwbacks even being shared months later!

Up to 18K likes per post

The campaign drove traditional media coverage due to the profile of the influencers – 3M reach

11M + total campaign reach

Alcoholic beverages
Consumer marketing
Influencer relations
Media relations
Event management

Chandon: A Friendly Race

Launch the global sponsorship of F1 Racing Team McLaren-Honda by sparkling wine brand Chandon (part of Moet-Hennessy) at the Australian GP in March 2016 with a social and content led campaign leveraging drivers Fernando Alonso and Jenson Button.

The client wanted to produce a premium digital and social content film bringing the brand essence of ‘live life unplanned’ and ‘spirit of adventure’ to life that could be localised for use around the world. We had just 10 weeks to put it together, three hours’ access to the drivers and the film needed to be up on social channels inside 48 hours in time for the weekend’s race.

Our strategic idea was very simple. Have the drivers, who are in one of the world’s most engineered and planned sports, do something completely unexpected, and utilise one of Chandon’s key assets, it’s beautiful Yarra Valley winery.

We pitted the drivers against one another in a series of unexpected challenges in a gum-ball-style race across the property using different modes of transport. In true F1 style the winner would be crowned on a podium celebrating with Chandon.

We allocated two hours with the drivers to filming, and half an hour each to photography and an event for media and influencers to power coverage and social conversation. Key media partnerships included GQ, Buro 24/7 and Broadsheet.

4M+ video views (all platforms) against a target of 1.2M – officially viral!

160+ media clips (target 50) with 31M+ audience reach

50 posts by 16 influencers at media event reaching 2M+

13 interviews with drivers at the content shoot

7 partner events and 8 retail off-premise trade activations

Considered by Chandon as best practice for socially-led campaigns

https://www.youtube.com/watch?v=O3bDd2qD8oE

Alcoholic beverages
Consumer marketing
Content creation and marketing
Media relations
Influencer relations
Sponsorship leveraging

A Sizzling Launch for Heineken 3

With moderation of alcohol consumption on the rise and consumers still wanting to imbibe during a lazy summer’s day, Heineken was launching a new brand, Heineken 3, its first mid-strength beer offering great taste, lower calories and lower carbohydrates. This was Heineken’s biggest product launch in 20 years, and Australia was first to market.

We needed to create awareness of Heineken 3 and its functional benefits, position it as enabling consumers to ‘have it all‘, build an affinity for the ideal occasions for Heineken 3 in the lead-up to summer and drive trial.

We created summer in winter by building a giant conservatory over an outdoor rooftop pool in Sydney’s new 5-star Primus Hotel, heating it to 30 degrees so guests could party in board shorts and bikinis to the sounds of top DJs, play beach volleyball, enjoy ice-creams, a BBQ and Heineken 3, all while it was 6oC and raining outside.

Media and influencers were first to experience Heineken 3’s Summer in Winter, after a special tasting and briefing in the hotel’s Presidential Suite. A consumer event took place the following day.