Riding on the excitement of the new Bond film, Skyfall, Heineken has a James Bond themed ad, featuring Daniel Craig. The global TV and digital campaign will be activated across 32 markets and involves the participation of the film’s stars, Daniel Craig and the latest Bond girl, Bérénice Marlohe.
Rolling out worldwide, the ‘Crack the Case’ campaign launched late last week on multiple platforms, through a combination of a new 60s film (TVC and online), with a personalised interactive experience. This combination of ATL, digital, PR and experiential will ensure that both brands are able to reach out to more consumers than before and propel the campaign to new heights.
Challenging consumers to defy his enemies and ‘Crack the Case’, viewers are taken on a train journey somewhere deep in snow-covered mountains, providing them with the opportunity to be a secret agent themselves. Transitioning viewers seamlessly from the TVC, Marlohe tantalises viewers by inviting them to help her crack a mysterious case and outwit the menacing villains – a challenge that encourages a virtual voyage of participation and discovery.
The ‘Crack the Case’ campaign was created by advertising agency Wieden + Kennedy Amsterdam. Award winning Dutch filmmaker Matthijs Van Heijningen Jnr. directed the campaign TV ad.
Connecting consumers
Several markets will host unique Heineken experiences in iconic locations, inviting members of the public to test their nerve, win exclusive prizes and share in the excitement of the global release of the film.
South Africa’s own local campaign will be launched on 1 November 2012, bringing with it a couple of surprises of its own and drama and intrigue. It aims to connect consumers with the glamour and drama of the global campaign, while deepening the overall experience with an innovative and exhilarating local offering. The campaign will use a number of platforms, such as digital, outdoor and experiential, in the race to find out which South African ultimately has what it takes to Crack the Case and win the grand prize.
Source: All Africa
