Heineken launches ‘Dream Island’ campaign as it looks to further brand reach
Heineken has launched a digital video campaign through a YouTube spot and documentary short, as the brand continues to push digital innovation in an attempt to further its reach.
Released today (30 March), Heineken’s ‘Dream Island’ film follows the brand’s attempt to make dreams a reality. The film captures the journey of six consumers around the world who have been given the opportunity to fulfil their abandoned dreams, such as Ljsbrand and Anna from Holland who repair an abandoned sailboat and set off to travel the world.
The YouTube spot shows consumers of the drink in a bar speaking about their dreams, with a tagline that states: “Most dreams never leave the bar.”
Gianluca Di Tondo, global senior director for Heineken Brand says: “It is a human truth that we talk about aspirations in life, but many fail to act upon it. For us, this film is our opportunity to deliver that powerful message and inspire people to be courageous and aspirational in their everyday life.
By helping these consumers realise and fulfil their dreams, we hope to send a clear message that it’s never too late for dreams to leave the bar and be fulfilled.”
The campaign will be followed on social media by the #TheDreamIsland tag.
The film attempts to follow the success of Heineken’s ‘The Candidate’ campaign, which was released in March 2013. A Heineken spokesperson told Marketing Week that the campaign returned the best results in terms of reach for the company.
The brand has also used a range of innovative social campaigns to further engagement. In July 2014, it launched @wherenext, a Heineken-branded “real-time” discovery Twitter service to give a consumers recommendation for nights out.
Meanwhile, Heineken is expecting a slowing growth rate for 2015. The brand said during its latest quarterly report that it expects revenue to grow for 2015, but with slower expansion of beer sales than in 2014.
I like how this campaign is taking interactivity to a whole
new level. I think the tag line, “Most dreams never leave the bar,” is quite
clever and nothing gets peoples attention like giving them the opportuntity to
full fill their wildest dreams. The campaign certainly plays on the idea that
most people choose not to follow their aspirations and I think this idea is
really positive and hopeful. People are able to follow the campaign on social
media, which gets even more people involved and able to interact with the
campaign. The campaign also includes the twitter service that gives peole
suggestions for nights out. I can tell this is a well thought out and fully
integrated campaign.
This video is actually so inspiring and powerful! I liked very much the song composed by one of the “dreamers”!