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Heineken “hides” messages at music events around the world to encourage people to put away their phones and fully enjoy the moment
“We don’t sell beer, we sell great moments” is the famous saying of Freddy Heineken and is also the philosophy that the world’s leading beer Brand has pursued for hundreds of years. Continuing that spirit, Heineken recently launched a global campaign with LePub encouraging people to put away their phones and enjoy live music events to the fullest.
Launched on October 19, Heineken has partnered with leading music festivals such as Live Out Festival in Mexico and Amsterdam Dance Event in the Netherlands to install advanced technology that conveys messages through light. infrared light. These messages are invisible to the naked eye, but when participants use their phones to record, they appear. Through that, Heineken wants to remind everyone to put away their phones and immerse themselves in the event space instead of focusing on recording. Heineken has released this infrared light technology to any artists who want to apply it in their performances.
The highlight of the campaign is the “Boring Mode” application developed by Heineken that helps users block applications, notifications and even the camera for a certain period of time, thereby encouraging them to experience performances. Perform live without the distraction of technology. Nabil Nasser, global head of Heineken, emphasized that technology often takes us away from real moments, and Heineken hopes this campaign will help people stop taking photos to post on social networks and instead Then enjoy what’s happening.
Heineken’s campaign stems from worrying figures about the current situation of Mobile device use in music festivals. In a study conducted, up to 35% of Gen Z and Millennials smartphone users in the UK, US and Netherlands admitted to checking their phones too often when socializing, and 60% thought they would enjoy the music event more if they could detach from their mobile devices. Additionally, 41% said they feel uncomfortable when they see crowds holding up their phones during music events.
According to Barry Can’t Swim, a Scottish DJ and music producer, not using phones during performances helps people connect with each other more and the energy on stage is also more different. This is true not only for the artists but also for the audience, especially Gen Z and Millennials, when escaping from mobile devices helps them focus on what is happening in front of them. and enjoy the present moment more.
Previously, at the beginning of this year, Heineken had begun to reveal the appearance of “Boring Phone” – a simple Y2K-style flip phone. Heineken has cooperated with Bodega – a street fashion brand – and Nokia to develop this “dumb phone” with basic functions of only texting and calling, without social networks or high-quality cameras, to help users focus on real life instead of constantly being distracted by smartphones. Immediately after its launch, “Boring Phone” received more than 70,000 people registering to buy this limited edition phone and will officially reach users at the end of this year.
IKEA conveys the message of “saving energy” through a humorous lens
With the mission of bringing energy-saving products closer to households, IKEA – the furniture “giant” has launched a global campaign to bring a new and creative perspective to the story. “energy saving”.
The campaign, which launched last October and was created by Stockholm Agency Åkestam Holst NoA, aims to promote products in Ikea’s energy-saving portfolio, including heat pumps, electric vehicle chargers and solar panels. The ad will launch first in IKEA’s hometown, Sweden. It will also appear on TV, cinema and online platforms, before expanding into all global markets.
The campaign is shown through 3 videos with 3 characters representing different “energy thieves”. A man fiddles with a roll of duct tape, a woman struggles with her coat’s zipper, and another man faces the nearly impossible task of unlocking a door while carrying a bag. pile of stuff. Ikea recognizes that we are still wasting energy on many seemingly simple activities in daily life. Through this, the advertisements gently and satirically remind viewers: “Life is full of energy thieves. Make sure your home is not one of them.”
Rickard Beskow, creative director of IKEA, shared: “With the task of increasing awareness of Ikea’s energy-saving product line, Åkestam Holst used “an intimate Storytelling style, focusing on real-life everyday situations. With this gentle approach, energy saving messages are communicated clearly and attractively using the solutions that IKEA provides.”
KFC initiated the “fried chicken war” in the campaign to launch the new dish Original Recipe Tenders
KFC – a famous fried chicken brand from the US recently launched a creative campaign as a fun “provocation” to competitors. Accordingly, a 60-second TVC was released by the company called “The Chicken Tenders Battle Has Begun”. Through this TVC, KFC brought a humorous and interesting look at the confrontation between brands in the fast food industry to become the top choice of consumers. Although not directly mentioning the names of competitors, TVC has affirmed its position on behalf of the brand, that in that “fried chicken war”, KFC is always the “winner”. The campaign is part of KFC’s launch of Original Recipe Tenders – a new product coated with twice the dough and made with the company’s signature herbal spice blend.
The campaign starts on October 13 and will last until December 1 with a series of diverse marketing activities including collaboration with influencers, paid advertising on Social Media platforms, radio advertising, and social media platforms. online audio platform with print ads in the New York Times and USA Today. KFC also “plays big” when it will appear on television with advertising positions around NFL (rugby tournament) and MLB (baseball tournament) matches.
In particular, KFC also brought the “fried chicken war” to real life. By “introducing” to competitors, the brand gave away free Original Recipe Tenders on October 17 in strategic cities such as Baton Rouge and New Orleans, Louisiana – the birthplace of Raising Cane’s and Popeyes – along with Atlanta, Georgia, home of Chick-fil-A.
This is the campaign to mark the first collaboration between KFC and agency High Dive, and is under the leadership of new Marketing Director, Tan-Gillespie – who just took the position last August. The appointment of this leader and the latest marketing strategy of this fast food brand takes place in the context that KFC is trying to escape the recession. The Yum Brands-owned restaurant chain saw US store Sales fall 5% year-over-year in the second quarter. The figures also show consumers are spending less on fast food due to sensitive to price. Through this campaign, KFC wants to attract a large number of customers’ attention and at the same time increase its presence and competitiveness in a fierce fast food market.
PizzaHut eliminates the fear of loneliness when opening a “Personal Pan” restaurant specifically for people who eat alone
Understanding customers’ desire to experience comfort and freedom in dining services but fear of feeling lonely, Pizza Hut came up with an interesting idea to eliminate the fear of eating alone by opening a restaurant. “Personal Pan” restaurant – a special space designed specifically for single customers.
Pizza Hut designed this restaurant to offer a unique experience, with individual tables and a menu focused on single-person dishes, especially its famous “personal pan” pizzas. With a cozy space, Pizza Hut allows customers to freely create 6-inch pizzas according to personal preferences with many new toppings such as Pesto Swirl, Spicy Sauce, Chicken Sausage, Fresh Diced Garlic and Caramelized Onion. This could be a way for the brand to not only attract diners who eat alone, but also help them eliminate their fear of not being accompanied.
This unique idea is not only creative but also shows that Pizza Hut is keeping pace with changing trends in consumer habits and customer preferences, creating conditions for those who eat alone to feel comfortable than when going to a restaurant.
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