Gaming is usually stereotyped as a reclusive pastime, however Heineken is difficult that notion with a celebration of its group spirit.
The beer model’s first main marketing campaign devoted to avid gamers faucets into an perception well-known amongst that viewers: on-line video games are simply one other approach to socialize. A movie, titled Simply One other Evening Out, tells the story of Alex and three mates who’re organizing a time to hang around.
Set within the Brazilian metropolis of São Paulo, the advert exhibits the group texting one another from numerous areas together with a boxing ring, a barber’s chair and an orchestra rehearsal as they organize to fulfill up that night time. As they rush to make it on time, grabbing bottles of Heineken from their fridges, it’s revealed that they’re assembly on-line in a recreation somewhat than a bar.
“Not all nights out are out,” the endline says.
The worldwide marketing campaign launches in Brazil as a result of it is likely one of the largest gaming markets on the earth, with 88% of the inhabitants taking part in video video games on some kind of gadget.
Past the business, the marketing campaign consists of a number of gaming activations. “In-Video games Bars” will provide vouchers for Heineken merchandise inside 2,700 cell video games, whereas supply food and drinks app IFood will enable avid gamers to order the model’s drinks.
Moreover, Heineken has teamed up with São Paulo grocery store chain St. Marche for a “Beer Matchmaking” expertise assembly a standard criticism of avid gamers attempting to attach with others. By a limited-edition Heineken bottle with a QR code, gamers can discover matches based on their favourite kind of recreation.
The model may even accomplice with streaming platform Twitch and TikTok for a collection of gaming challenges.
Publicis Groupe inventive store Le Pub developed the marketing campaign via its gaming and innovation division Le Storage. Frederic Planchon directed the movie via manufacturing firm Academy Movies.