Posted by Heineken has found a clever way to capitalize on a social media practice everyone dreads – the lengthy WhatsApp voice message. Heineken proposes, wouldn’t you rather have a beer instead of trading those tedious messages?
Who wouldn’t? And so Heineken has tapped into a wildly popular sentiment with their ad campaign that brings the brand into the heart of the social spotlight.
The effort is based on research confirming millions of voice notes are shared every day in place of in-person conversation. It also showed Brazil uses four times more WhatsApp voice messages than any other country in the world. So Heineken piloted the idea in Brazil and ran with an ad campaign to poke fun at the practice.
First they ran ads showing recipients suffering through droll and long-winded voice messages, interposing “could’ve been a Heineken” between scenes. Then the brand began posting billboards with giant QR codes all over Brazil, where users could forward their WhatsApp VMs over three minutes long, in exchange for a voucher for a free beer at a nearby bar.
The campaign blew up on social media, not only because it offers free drinks, but also because it strikes a chord that reminds us of our longing for real connection – something technology can’t replicate.
A Heineken survey showed 54 percent of people feel their most fulfilling conversations happen when they’re face to face, which is not a surprising statistic. The idea of meeting a friend or loved one in person and sharing a drink together, instead of exchanging VMs, offers timeless appeal. The free beverage is a perk that gets you out the door.
Heineken bolsters this point even further with their tagline, “Social Networking Since 1873.” With this understated slogan, Heineken skillfully positions itself as a brand who owns social connection – bringing people together and offering a solution to a problem of our modern times.
While Heineken can’t solve all of humanity’s disconnect woes with beer alone, the brand certainly hit a home run with its latest ad campaign that ironically uses modern technology to counter the drawbacks of modern technology.
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