What Happened
Heineken launched its new global ad campaign “Cities,” which comes with TV spots that can be customized and localized for the 16 international markets they’re airing in. The beer giant created an ad in which elements such as a city skyline, a flyer, and the protagonist that appears near the end can all be customized so as to cater to each market. The local markets will also get to customize the messages about local Heineken events at the end of the ad spots.
What Brands Need To Do
For brands with a global presence, the advances in dynamic creatives have ushered in a more flexible approach for creating and distributing your marketing content. To effectively reach the local audience in each market, It is important for brands to make use of emerging global mega-channels such as Facebook Live and Twitch and utilize audience targeting and segmentation tools to deliver a personalized experience at a global scale.
For more in-depth analysis how brands can leverage global mega-channels and niche micro-channels to effectively reach key audiences, check out the Global Culture section of our Outlook 2017.
Source: AdWeek
Images courtesy of Heineken’s YouTube video