Branded Bond mission 'The Express' nets Heineken Ad Impact Award

  • Advertising
  • November 30, 2012
  • Ben Fahy
Branded Bond mission 'The Express' nets Heineken Ad Impact Award

There was plenty of discussion about James Bond adding Heineken to his list of favoured tipples in Skyfall. But product placement/branded content/integration/cap in handing is an accepted part of the film and TV business these days (as Daniel Craig told Moviefone: "The simple fact is that, without them, we couldn’t do it. It’s unfortunate but that’s how it is. This movie costs a lot of money to make, it costs as nearly as much again if not more to promote, so we go where we can"). And the tie-in appears to be working for the brand because Heineken's 'The Express' ad, which features the raspy tones of own Gin Wigmore, has won Colmar Brunton's Ad Impact Award for October.

"All three indices measuring the ad’s overall impact are significantly above the Colmar Brunton advertising norms," says senior account manager Harriet Dixon. "The Heineken brand is weaved into the heart of the ‘Bond style’ story of the ad, creating very strong branding. It is definitely an ad for Heineken, it is highly impactful and cut through the TV advertising clutter, it grabbed the consumer’s attention and, by actively drawing consumers in to watch, it is memorable and therefore worth talking about. It also formulates emotional appeal for Heineken, leading to brand building in response and, importantly, forms a point of difference for the brand, aiding it to stand out." global spot, which was created by Wieden + Kennedy Amsterdam and shot by the appropriately named Frederik Bond, follows an unsuspecting Heineken hero confused for Bond and chased through a speeding train. According to some reports, the integration, which also includes Bond images on pack, netted the movie US$45 million.

“The advert is iconic and successfully leverages the brand’s 15 year relationship with the Bond franchise," says Anna Lawrence, marketing manager for Heineken NZ. "Having Skyfall characters and actors such as Daniel Craig and Bond girl Bérénice Marlohe taking part in the TVC was a first for Heineken and a real coup. In addition, and of particular note for New Zealand audiences, was having Gin Wigmore perform her single ‘Man Like That’ as the theme tune for the global TVC. It is always rewarding to see local Kiwi talent doing well and we were delighted Gin was chosen to be part of such a high profile and global TVC such as ‘The Express’.”

Following on from the launch of TVC was Heineken’s ‘Crack the Case’ digital campaign, also created by Wieden + Kennedy Amsterdam. Heineken fans were encouraged to visit and continue the adventure of where the advert leaves off, with viewers invited for a virtual voyage by the Bond girl Bérénice Marlohe to try and outwit the villains and win prizes.

The movie itself has been one of the biggest box office hits of the year, taking almost US$800 million around the world.  

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