CASE STUDY: Heineken® premier 3D Ads in Inflight Magazines
Provided by Ink
Heineken® increase international awareness with an inflight media 1st, a 3D visual advert literally launching off the page.
What was the Challenge / Background of the Campaign?
Heineken® in association with KLM airlines, approached Ink to source a creative media idea to bring to life their global ALIVE campaign. Ink is the global expert in connecting with travellers throughout their entire journey and through our portfolio we reach a captive audience of hundreds of millions of travellers each year. Heineken® partnered with Ink to promote 3D adverts in the monthly travel magazine the Holland Herald, distributed through KLM.
What was the Campaign Objective?
Heineken® are constantly searching for new and innovative ways to advertise their brand to an international audience that would give them stand out and engage their target consumers. "Heineken® is the #1 premium international beer available in 198 countries around the world. Therefore, airlines by their international nature are a strategic fit and channel for the Heineken® brand connecting people and cities all over the world", Natascha Waterbeek, Marketing Manager, Heineken® International WE Export and Global Duty Free.
What was the Solution?
Ink's creative team in London set about this task with gusto & agreed with the client a 3D ad would be spot glued to a page within the Holland Herald magazine from KLM Airlines. KLM is a truly international airline spanning over 130 destinations world-wide, an ideal partner to pioneer this project. The ad displayed the ALIVE campaign from Heineken® of a bottle with the cap shooting off with the headline 'open cap policy'. The 3D effect displayed the motion of the cap 'popping' resulting in an eye catching visual, the first time a 3D ad had been published in this media.
What were the Results?
The readers of Holland Herald were treated to the sight of a 3D advertisement for the very first time, meeting the aims of the brief fully. The client, Natascha Waterbeek, Marketing Manager for Heineken® International WE Exports and Global Duty Free quotes: "Heineken® believes the world is packed with possibilities and strives to set new world standards with the introduction of its first 3D print campaign. The latest Heineken® print campaign called 'Alive' is designed to further increase desirability for the brand by reinforcing both its premiumness and progressiveness.
What were the Key Learnings of this Campaign?
Research undertaken by Ink showed over 40% of readers lifted the 3D card from the page taking it with them when their flight landed. This strongly indicates readers liked the visual aspect, keeping the ad as a memento, for a talking point or to share. Ink is in talks with Heineken® to look at other ways to take the printed page to the next level. As a result of this initiative Ink have received great interest from other brands & advertising agencies keen to explore the possibilities of 3D creative within KLM's Holland Herald and in other inflight titles published by Ink.