News

Heineken launches latest installment in ‘Dropped’ series

Heineken has launched the latest installment of its “Dropped” campaign, which follows the real-life adventures of men dropped in remote locations with basic supplies and directions.

The latest mission is for a man to get to Berlin and put on a circus show, starting with only a tandem bike and a circus master’s uniform.

The adventures have been turned documentary-style films, which are hosted on Heineken’s YouTube channel, are part of a global campaign called ‘Voyage’.

Consumers have been invited to send in their own voyage video entries, and a TV ad is running on cable TV to promote the campaign.

Rene de Monchy, head of marketing, Asia Pacific Breweries Singapore, said: “With Voyage, the fifth installment of our Legends campaign, we want to go further than inspiring men to be resourceful and open to the world.”

“We are giving a few of them the opportunity to go beyond the borders of their comfort zone. Dropped is a social experiment that will challenge the participant to display their true character and if they do, have a legendary travel experience,” he said.

Local PR, digital and social activation was by Iris.

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing