Heineken taps Bachelor contestant for interactive F1 billboard stunt

14 March 2017

Creative Agency: Momentum Worldwide Australia

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Heineken has released its first campaign for Formula 1 since partnering with the auto race featuring an live and interactive billboards, the first of their kind in Australia.

Heineken has launched an interactive outdoor campaign to kick off its partnership with Formula 1.

Working with JCDecaux and Momentum, the out-of-home (OOH) campaign will see several interactive billboards placed in high footfall CBD locations throughout Australia.

Billboards will feature a screen where last year's Bachelor cntestant, Olena Khamula, will appear as the 'Heineken hostess' - and will talk to pedestrians in real-time.

Passersby are invited to try their luck at winning a 'Heineken Saturday VIP' experience by convincing Khumala that they are worthy of the tickets.

Khumala will appear on the billboards at different allotted times nationally.

Heineken Lion Australia marketing manager Nada Steel says the interactive billboards will bring brand awareness to the beer while also celebrating the race.

“By bringing an Australian-first interactive live video stream media panel activation to the Australian public, we are confident of creating a high level of excitement worthy of launching our Heineken Formula 1 partnership” she says.

The 'More Than a Race' campaign will run across TV, OOH, digital as well as experiential brand activations.


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