In an effort to get Torontonians out of hibernation and embrace the cold, Heineken recently brought the chalet to the city with “Urban Après Ski,” an all-night party in the city’s financial district.
The execution, also intended to introduce Heineken’s Extra Cold Draught to the urban consumer, was developed by the brand’s AOR, One Advertising, and took place on Feb. 17 from 5pm to 7am at David Pecaut Square.
The One team created a European-style “Après Ski,” complete with hot springs and a Heineken Extra Cold Draught tower. A large digital clock counted down the seconds to launch, and passersby were invited to jump in, have a beer and celebrate the frigid temperatures.
One, working in partnership with production partners Untitled Films, Panic and Bob, Pirate Toronto and Smith, shot a video of the event and amplified it via the brand’s social channels. The spot is running online in both 120 and 15-second versions in English and French.
According to Matthew Sinuita, group account director at One, “Urban Après Ski” is an attempt to establish “relevance and closeness” to its urban core target, and is aimed at males 18-34.
“Heineken wants to start something with consumers on a more local level so our consumers can better relate to us,” Sinuita told Marketing. “Heineken is a global brand that prides itself on being locally relevant in urban cities across the world.”
The initiative also includes a digital buy to support the launch of the new brew and runs until the end of April. MEC handled the media buy.
