So a few weeks ago I had a post about Heineken’s Walk in Fridge ad that served as an example of demographic segmentation. But I was doing some more “youtube research” today and I found out that there’s much more to the Heineken ad than I originally thought. It turns out that the ad wasn’t just a one-time ad aired in north america, but it was actually an ad campaign that ran in both North America and the Netherlands. This actually unveils one of the true strengths of the ad campaign: bridging a cultural gap–thus appealing to the same target market across countries. These ads were followed by other “walk in fridge” ads, and the whole thing quickly turned into a full fledged campaign (complete with guerrilla marketing as noted by Vansken’s marketing blog). In fact, the campaign was so successful that Mini ended up copying some ideas from it!
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