Via Wieden + Kennedy Amsterdam, Heineken announced a new TV and digital campaign in anticipation of the upcoming release of Skyfall, the 23rd James Bond adventure, in which Daniel Craig brings his portrayal of the super-spy to a Heineken ad for the first time. Challenging consumers to defy Bond’s enemies and ‘Crack the Case,’ viewers will be taken on an epic train journey alongside stunning Bond newcomer Berenice Marlohe.
Launching on September 20th, the interactive experience begins where the TV commercial leaves off. Berenice Marlohe invites viewers onto a train before it embarks on a voyage through a spectacular vista of snowy mountains. During the journey, a series of grueling tests will lead participants to ‘Crack the Case’ while protecting its contents from ferocious Bond villains.
The ‘Crack the Case’ campaign will launch globally on multiple platforms on September 20th, through a combination of a new 60s film (television & online) with a personalized interactive experience. This powerful combination of ATL (mass media), digital, PR and experiential will ensure that Heineken and Bond are able to reach more consumers than ever before, propelling the campaign to new heights.
Marnie Kontovraki, Heineken Brand Consumer PR Officer, tells RBR-TVBR the TV spot and digital engagement will be shown globally, the commercial will be broadcasted in more than 32 markets (including USA, UK, Brazil, Italy, Spain etc).
The ‘Crack the Case’ integrated campaign forms part of the Heineken ‘Open Your World’ campaign, which celebrates and encourages aspirational behavior among adult consumers – making James Bond the perfect match.
Heineken has developed a 15-year relationship with Bond spanning global partnerships with ‘Tomorrow Never Dies’, ‘The World is Not Enough’ , ‘Die Another Day’, ‘Casino Royale’ and ‘Quantum of Solace’.
“Crack the Case” takes viewers into a moving train somewhere deep in snow-covered mountains, offering them the opportunity to become secret agents themselves. Transitioning viewers seamlessly from the TV spot, Marlohe invites viewers to help her crack open a mysterious briefcase and outwit the menacing villains – a challenge which encourages a virtual voyage of participation and discovery.
An exclusive online teaser will be released ahead of the campaign launch to a select group of global Bondsuper fans, incentivising them to watch the spot once it launches and leaving them wanting more.
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 in November.