PART 1: Success in advertising leads to wider cooperation
Background
The relationship between the Ad-comm Group and Heineken, maker of Japan's leading imported beer, began with a shared idea and passion: to create high-impact advertisements that instantly appealed to Japanese consumers. In the past, Heineken had relied on a communications strategy created abroad that sometimes fell flat in Japan.
Goal
Heineken's initial need was to create an ad campaign better tailored toward Japanese, and one that also continued to meet the company's objective of connecting with youth in their daily lives.
Solution
Ad-media judged that there was a limit to the effectiveness of foreign-created advertisements and suggested the development of a new communications platform made in Japan for Japan. As Heineken's lead advertising agency, we developed innovative and creative strategies and designs for print ads, billboards, point-of-purchase promotional material, campaigns and giveaways, all crafted specifically for the local market.
In a joint promotion campaign with the makers of the James Bond film "Die Another Day," in which Heineken had a product placement, the Ad-comm Group promoted the brand through various communications channels, including the Web, mobile sites, events and point-of-sales activities. Cybermedia played an important role, making it possible to download the film's theme song, performed by Madonna, via i-mode.
Outcome
As a result of the campaigns, we helped increase Heineken's profile and sales in Japan and also won an award from the Tokyo Copywriters Club. By offering an integrated suite of services from our group companies, Ad-comm successfully brought Japanese consumers and the Heineken brand closer together.
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