Ad Literacy: Analysis Of Heineken's 'Open Your World' - Worlds Apart Campaign

What is the main idea of this commercial?

The “Worlds Apart” campaign was made for consumers to find common ground with people who have opposing views through face-to-face interaction, conversation, and team building. This commercial was based on a social experiment with the product not being shown until the very end. The brand allowed consumers to understand what they care for, which is the power of connection. Then they showed consumers who they are – a brand that stands for unity, openness, and empathy. Lastly, the brand left consumers not just wondering about if they want to choose Heineken, but how the campaign effects them within their everyday lives. This campaign was not just an advertisement to sell beer, it was a statement that raised a lot of awareness and caused a lot of noteworthy discussions.

What is the business problem they are trying to address?

Heineken’s “Open Your World” tagline was introduced in 2011. They introduced this tagline for new opportunity and growth. They wanted a cohesive campaign within all their markets, capturing their brand voice internationally. However, Heineken faced the problem of maintaining premium values. Consumers were trading their beer for cheaper beer or premium alternatives. Heineken wanted to capture their audience and allow them to understand what their brand stands for. They created a campaign based on empathy and openness, since the brand believes that empathy and openness are currently under threat. They believed that this campaign would inspire their consumers to change the way they interact with others as well as the way they view the brand overall.

Who is the Brand intended to attract?

This campaign was intended for everyone over the age of 21, specifically UK consumers.

What is their strategy to address the business problem?

The brand addressed their business problem by conducting a social experiment, documented in a short film. The film captured participants with opposing beliefs on transgender women, feminism, and climate change. Each participant was placed in a room with a person who challenged their beliefs. They had to complete a multi-step activity together, which was to build a bar, a table, and chairs. After their challenge, each participant viewed a short clip of who the other person was, demonstrating their opinions on their opposing views. They were given the opportunity to either walk away or stay and discuss their differences over a Heineken beer on the bar that they built together. All participants stayed and openly discussed their differences. They used research by Dr. Chris Brauer, Director of Innovation at Goldsmiths University, validating that people are equipped to be more open when they interact with each other and share common ground.

What does the Brand Stand for?

Heineken’s core values stand for quality, enjoyment of life, and respect for people. They aspire to build human connections, break down barriers, and build great moments through shared experiences. Heineken is known for their openness and diversity. They have always been committed to bringing people together over a beer. They have been using their “Open Your World” tagline for years, inspiring people to come together through all sorts of events.

Is this communication in keeping with consumer expectations for the brand?

The campaign stands for the brand’s values and relates to their tagline. However, this campaign may go against consumer expectations since it did have a political aim and consumers normally do not expect this from Heineken. This campaign was a bold move for the brand, but it was still effective. It received positive feedback from the consumer and was shared worldwide. The campaign fits nicely with the brands voice, showing the power of connecting through common ground.

Does the creative break new ground?

Yes, I would agree that the creative breaks new ground. Heineken takes a different turn from other beer advertisements. The premise of the advertisement is getting two people who disagree with each other and placing them in a room together, enforcing them to discuss their differences over a beer. This is a social experiment with real people who hold strong opinions on very different views. This type of advertising is not seen in a lot of beer commercials. The typical beer commercial involves being at a bar, a party, or a concert. With this campaign, the consumer is able to view the brand differently. It’s not just about the product anymore. The brand is making a statement.

15 July 2020
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