Cut-downs or full duration – Verizon discovers
which were most effective for the campaign
Wieden+Kennedy were commissioned to create a series of branded content to heighten global awareness of the Heineken brand.
Filmed across four continents they created a series of episodic adventures, which followed intrepid explorers taken from their daily lives and “Dropped” somewhere into the great unknown on a legendary travel experience. They used real-life candidates, in a multitude of challenges in adventurous environments—tough terrain, curious locals and unusual modes of transport.
In its full form, this episodic content was over 2 minutes long, with trailers cut down to 30 seconds. Heineken’s media partner Verizon, wanted to know which of these episodes resonated most with the target audience to help guide a more efficient media spend.
This campaign resulted in testing episodes and trailers, collecting the emotional feedback from over 4.200 viewers across 3 key target markets: Spain, US and Australia, all within a few days.
Our data revealed that the bite-sized trailers actually lost their emotional punch. The full narrative of the “Dropped” campaign was 90% more engaging than the cut-down versions.
With this insight, Verizon could then immediately reduce the media spend on the trailers and invest in promoting the longer episodic content instead. The effect was instant, driving 2x click-throughs, 3x social actions and 6x content action than the trailers. The episodes were finally watched in 208 countries and racked up over 35 million views.