Marketing Evaluation
Topic: Heineken UK’s new ‘Worlds Apart’ ad campaign pairs up strangers with contrasting views, inviting them to resolve their differences over a beer.
There are different elements of the campaign including target market, value proposition, offers, awareness, and delivery method, follow-up and so on. These elements of campaign help in analyzing or evaluating the marketing scenario towards the company product or services which it offers.
In respect to this , Levinson, et al. (2015) also stated that target market plays a vital role in ad campaign because the main motive of the organization is to target the large numbers of customers by conveying the relevant and right message to them. However, these all above stated elements of ad campaigns help the organization to market their product in efficient manner and also help in analyzing the market and view differences towards the products.
The new ad campaign has reached to a target market by promoting the openness as a value that helps in breaking down obstacles between us i.e., brand name and a customer. This ad campaign attracted lots of attention from both public and media because this ad was released in the wake of controversial ad of PepsiCo. The ad launch by PepsiCo pulled accusations which lead to lighten up of protest marches.
In addition, there are different challenges which organization sees as an opportunity. In a similar manner, Heineken brand also faced different challenges that are met by setting organizational objectives in an effective manner (Elle, 2017). The major challenge is to target the crowded market in order to achieve other opportunity as well as to develop mind awareness among the customers for continuous growth. In context to it, the ad campaign ‘World Apart’ also involves two different elements i.e., creating awareness, target market and collaboration among the human library (French, 2017).
The first element is creating awareness related to the topic i.e., climate change and feminism. However, this campaign also includes a partnership with the Human Library, where real people are communicating with each other on certain topic and also challenging their prejudice and stereotypes through proper conversation.
Before this ad campaign, it is seen that Heineken wants to develop an innovative way for which it asked Dr. Chris Brauer, to discover that how people could become more open with each other as a result of their interaction.
The major mission of the communication or interaction is to break down the prejudice by helping them to change their views and looks more forward towards the labels and identify common factor within each other. On the other hand, Pedrana, et al. (2014) also added his view point by stating that there are some elements which somewhere affects the campaign to reach the actual target market such as communication strategy, ineffective analysis and so on.
For making the ad campaign found to be totally authentic or relevant, for that two different people of different thought or beliefs are bought together for creating interaction between them. This was also a challenge for a company Heineken because there was risk involved in it i.e., to convey a message. The risk was to develop an effective script for a campaign in order to make the ad realistic and that attracts more large numbers of viewers (Segarra, 2017).
After the ad campaign, it is seen that 13 million approx. people visited this ad online in a month and shown their beliefs and idea or thought through different social platform and on company official website. In simple words, this ad campaign has shown a positive effect on the increasing the company brand value because this ad somewhere made it is clear that what they (people) think of the ad on social media which Heineken showed in his previous ads.
Simply, this ad campaign has shown positive aspect on both political and social views because this ad was developed to contrast it with last year ad which was criticized for insulting drinkers of Heienken (Digital Training Academy, 2017). This response for ad campaign clearly demonstrates that organization successfully conveyed its message through authentic advertisement where two different people are sharing and contrasting their views or beliefs.
The main objective of Heineken is to make the brand name as most favourite premium brand in the UK. The strength of the company is its focus towards creating a brand name around the world (Miller, 2017). The weakness of the company is its risk factor that is involves with the ad campaign. The focus of brand is not only to target a certain group of consumer but to target a diversified market area and customers.
However, this ad campaign found to be very effective as it help in strengthening the brand image in highly competitive environment. But in contrast to it, this ad campaign is found to be not that much effective because this ad campaign is delivering a message to have open minded discussion rather than ad campaign focusing on promoting the company’s product i.e., beer.
In concern to it, Ritson (2017) also added his view point by stating that Heineken need to remember that product is not market just for any purpose but it is marketed for achieving a higher profit. According to him, Heineken could have used that money in a better manner in order to increase the sale of its product and services because there are other opportunities. In addition to this, Ritson (2017) stated clearly that this ad is not all about Heineken, but it was more about making people have a beer but it was more talked over their differences in them as a personality or transgender.
Moreover, Romano (2017) also explained clearly in its research that new ad campaign of Heineken is succeeding in political unity in company to Pepsi ads. The ads attempt is to develop customer trust towards brand before they reveal their ideological opposition. In this ad, the pair of stranger are made in different categories like one is transphobic patriot and other is transgender former soldier (Contagious, 2017). While seeing this ad, it is also identified that ad seem to result in transphobic man who get embraced with the gender identity of women (transgender) who he met just for the conversation.
The ad campaign of Heineken ‘World Apart’ efficiently managed to achieve the organizational objectives which are set. This ad campaign helped the company to target the customers as well as also help in changing their views related towards the beer. In the campaign, it is clearly seen that two strangers are invited to exchange and contrast their views in order to resolve the difference over the beer. The result which is observed after the ad campaign is that this campaign promoted the openness as well as also help in exploring different people views i.e., whether common factor can unite people.
The feedback which is received by the company after this ad campaign was very effective, touching and emotional because in first three weeks, company didn’t find that they need to push it because the sharing of ads on social media was all organic. There are large numbers of people who commented in a positive manner towards such heart touching message and this campaign was really resounded by lots of consumers (Miller, 2017).
Simply, this campaign is praised significantly by many members of the media and viewers who are arguing on the matters related to encouragement of the open minded discussion at workplace regularly. Therefore, it can be easily stated that this ad campaign was a big achievement or success for most of the people who assisted or supported in this campaign i.e., team members are found to be more proud and really happy with the final outcome.
References
Contagious (2017). Insight & Strategy: Worlds Apart. Contagious. Retrieved from: https://www.contagious.com/blogs/news-and-views/insight-strategy-worlds-apart
Digital Training Academy (2017). Video case study: Heineken’s “Worlds Apart” film gets 13m views in a month. Digital marketing industry case study library. Digital Training Academy. Retrieved from: http://www.digitaltrainingacademy.com/casestudies/2017/06/video_case_study_heinekens_worlds_apart_film_gets_13m_views_in_a_month.php
Elle, H. (2017). That Heineken ad: brewer tackles how to talk to your political opposite. TheGuardian. Retrieved from: https://www.theguardian.com/media/2017/apr/28/that-heineken-ad-does-it-land-with-the-audiences-other-beers-cannot-reach
French, P. (2017). HEINEKEN’S ‘SOCIAL EXPERIMENT’ AD CAMPAIGN. thedrinksbusiness. Retrieved from: https://www.thedrinksbusiness.com/2017/05/heinekens-social-experiment-ad-campaign/
Levinson, W., Kallewaard, M., Bhatia, R. S., Wolfson, D., Shortt, S., & Kerr, E. A. (2015). ‘Choosing Wisely’: a growing international campaign. BMJ Qual Saf, 24(2), 167-174.
Miller, A. (2017). Heineken is praised for its powerful new ‘Worlds Apart’ commercial which is being touted as the ‘ad Pepsi wishes it made’. Mailonline. Retrieved from: http://www.dailymail.co.uk/news/article-4457216/Heineken-hailed-powerful-new-commercial.html#ixzz56Ec0xCr5
Pedrana, A. E., Hellard, M. E., Higgs, P., Asselin, J., Batrouney, C., & Stoovè, M. (2014). No drama: key elements to the success of an HIV/STI-prevention mass-media campaign. Qualitative health research, 24(5), 695-705.
Ritson, M. (2017). Mark Ritson: Heineken should remember marketing is about profit, not purpose. Marketing Week. Retrieved from: https://www.marketingweek.com/2017/05/10/heineken-marketing-purpose-profit/
Romano, A. (2017). Heineken’s new ad about political unity tries to succeed where Pepsi failed. VOX. Retrieved from: https://www.vox.com/culture/2017/4/27/15437886/heineken-worlds-apart-ad-reactions
Segarra, L. (2017). Heineken Ad Pairs Up Strangers With Opposing Views on Transgender Rights, Climate Change and Feminism. TIME. Retrieved from: http://time.com/4757540/heineken-ad-worlds-apart-commercial/
