By Tam Allenby, Assistant Editor, Beer & Brewer
Heineken has unveiled the details of an Australian-first media campaign, using interactive, live-streaming billboards to connect with consumers in the lead up to the 2017 Formula 1 Rolex Australia Grand Prix.
On the billboards, a Heineken “hostess” will interact with passers-by in real time, who will have to “prove their worth” to win a VIP Heineken Saturday experience at the Formula 1, a statement from Heineken said.
Heineken have also enlisted the help of a former ‘The Bachelor’ contestant and model Olena Khamula to lead the search for the VIP experience winners.
The billboards will be positioned in strategic locations with high pedestrian density in three CBD locations around the country: Sydney (Martin Place), Brisbane (Reddacliff Place) and Perth (Murray Street).
Heineken and billboard/advertising company JCDecaux have partnered to create the billboards that, according to Heineken, “utilise innovative real-time video technology, enabling Heineken to provide an immersive and truly connected experience for consumers.”
The billboards also mark the launch of the Heineken’s new major strategic global partnership with Formula 1 here in Australia.
Nada Steel, Marketing Manager for Heineken Lion Australia, said the innovation was the result of a “collaborative process” that “bring(s) Heineken’s progressive brand values to life.”
“We wanted to create an idea that would excite our audience and deliver an innovative and memorable experience for consumers,” Steel said.
“By bringing an Australian-first interactive live video stream media panel activation to the Australian public, we are confident of creating a high level of excitement worthy of launching our Heineken Formula 1 Partnership.”