Heineken is expanding its Millennial-targeted “The Date” ad campaign with a Valentine’s Day promotion powered by a fun, new Facebook application called “The Serenade.”
“The Serenade” is part of Heineken’s “Open Your World” global campaign that celebrates and encourages aspirational behaviors among adult consumers. It builds upon the recent launch of “The Date,” which depicts a man taking a woman on a legendary date, set to the catchy 1960s Bollywood track “Jaan Pehechaan Ho” by Mohammed Rafi.
Through the new app, the same band that appeared in the ad will create songs for Heineken fans. Co-developed with advertising agency Wieden+Kennedy Amsterdam, the campaign enables consumers to create their own fully personalized serenade for a date in just four clicks. Once shared via Heineken's Facebook page, serenaders can then wait and see whether they’ll receive a “yes” or “no” from their date.
“‘The Serenade’ is designed to take some of the stress out of asking a partner to go on a date. It’s fun, interactive and guaranteed to make an impression,” said Cyril Charzat, senior director, global Heineken brand at White Plains, N.Y.-based Heineken USA. “We are committed to connecting with our adult consumers both on and offline. ‘The Serenade’ is one more positive example of how we are doing this.”
A total of 640 serenades in 20 languages are offered through the app.
“In a way, we want people to be in the films we make. The idea of giving Heineken drinkers the band from the spot to help them ask someone out is our way to make that happen for real,” said Mark Bernath, executive creative director from W+K Amsterdam. “Let's hope we make a load of offers that can't be refused.”
On Feb. 9, Heineken will host “Serenade Live,” an eight-hour YouTube event, during which individuals around the world will get the chance to serenade the object of their heart’s desire live online, which Heineken hopes will lead to a host of many successful dates.
“Through ‘The Serenade,’ we continue to ignite the conversation by providing an opportunity to ask someone out in a witty and legendary way,” Charzat concluded.