Heineken noticed that furniture shopping can be a harrowing test for a couple’s relationship and exploited that fact in its latest commercial ‘The Negotiation.’ Using hidden cameras, Heineken filmed couples arguing over a situation that was pre-engineered by the producers of this campaign.
In ‘The Negotiation,’ Heinken inspires strife among couples by challenging the men to convince their wives to buy two expensive plastic stadium seats. In order to motivate the men, two tickets to the UEFA Champions League were promised for winning.
With the stage set, Heineken threw in even more obstacles to make the task more challenging. Actors posing as couples were thrown in to put pressure on the situation. If the men were successful in convincing their significant others to purchase the seats, a football-like scene was staged to celebrate the victory. Televisions turned on with live hosts discussing the couple’s victory complete with instant replays.
Marriage-Testing Beer Campaigns
Heineken’s ‘The Negotation’ Pits Couples Against
Trend Themes
1. Marriage-testing Ads - Using confrontational scenarios to promote product of service sales.
2. Hidden Camera Marketing - Using covert camera technology to capture real-life scenarios to drive marketing campaigns.
3. Gamification Ads - Creating an interactive game-like environment to promote product or service sales.
Industry Implications
1. Alcohol Manufacturing - Creating innovative advertising campaigns for alcoholic beverages to maintain consumer engagement.
2. Furniture Retail - Creating products or services that offer an interactive purchase experience.
3. Theme Parks and Sports Entertainment - Developing stadium seating experiences that appeal to sports fans and enhance the live event experience.