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Cut-downs or full duration – Verizon discovers which were most effective to launch Heineken campaign

The Campaign

Wieden+Kennedy created a global awareness campaign for Heineken called “Dropped” featuring adventures of real people facing challenges after being blindfolded and dropped into unfamiliar settings to complete a task.

The Brief

Verizon, Heineken’s media partner, aimed to optimize media spending by identifying the most engaging episodes and whether the target audience preferred full 2 min or 30 sec cutdown versions.

Using Emotion AI, an audience of 4,200 viewers from Spain, the US, and Australia was collected as they view all variations.

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The Result

Insights revealed full episodes were 90% more engaging than cutdown trailers. Verizon adjusted media spend, leading to 2x click-throughs, 3x social actions, 6x content actions, and 35 million views in 208 countries.

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