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Heineken and James Bond take viewers on a secret mission
Heineken, a leading premium beer brand, has announced a thrilling new TV and digital campaign, in anticipation of the release of the latest James Bond adventure, SKYFALL, which sees Daniel Craig bring his explosive portrayal of James Bond to a Heineken advertisement. Challenging consumers to defy his enemies and Crack the Case, viewers will be taken on an epic train journey alongside stunning Bond newcomer Bérénice Marlohe.
Launching on 20 September, the interactive experience begins exactly where the TV advert leaves off, with viewers invited onto a train by the smouldering Bérénice before it embarks on a voyage through a spectacular vista of snowy mountains. Putting viewers through their paces, a series of gruelling tests will lead them to Crack the Case whilst protecting its contents from ferocious Bond villains.
Rolling out worldwide, the campaign will launch on multiple platforms, through a combination of a new 60s film (TVC & online) with a personalised interactive experience. This powerful combination of ATL, digital, PR and experiential will ensure that Heineken and Bond are able to reach out to more consumers than ever before and propel the campaign to new heights.
On a train in snow-covered mountains
Building on a 15 year relationship with the Bond franchise, the campaign takes viewers into a moving train somewhere deep in snow-covered mountains, providing them with the opportunity to be a secret agent themselves. Transitioning viewers seamlessly from the TVC, Bond actress Bérénice Marlohe tantalises viewers by inviting them to help her crack a mysterious case and outwit the menacing villains - a challenge which encourages a virtual voyage of participation and discovery.
In addition to exploding conversation across digital, social and owned media platforms, the offline execution of Crack the Case will bring the drama of the virtual experience live to a broader audience across the globe in October. Several markets will host unique Heineken experiences in iconic locations, inviting members of the public to test their nerve, win exclusive prizes and share in the excitement of the global release of SKYFALL.
South Africans can look forward to this ground-breaking campaign launching locally on 1 November. It aims to connect consumers with the glamour and drama of the global campaign, while deepening the overall experience with an innovative and exhilarating local offering. The campaign will use a number of exciting platforms, such as digital, outdoor and experiential, in the race to find out which South African ultimately has what it takes to Crack the Case and win the ultimate grand prize.
