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.
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.
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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