Heineken pairs with Weve in £500K targeted mobile push
Heineken has partnered with mobile wallet and marketing joint venture Weve in a mobile campaign estimated to be worth £500,000.
The deal, brokered by Starcom MediaVest Group, will see the drinks giant promote brands including Bulmers, Strongbow and Foster’s in a series of targeted mobile campaigns which will kick off this month and run to the end of the year.
The move marks one of the biggest year-on-year investments in mobile made by Heineken and signals its commitment to an “always on” strategy which gives mobile and digital media in general a bigger focus in the overall marketing mix.
Heineken UK’s senior brand manager Lynsey Hurst said the opportunity with Weve is “unique” and innovative. “Weve is uniquely positioned in the market, both in terms of targeting capabilities and detailed audience understanding, it is therefore a perfect partner for our brands to be working more closely with.
"This is the beginning of an exciting partnership and working with Weve we will continue to grow our consumer understanding. Implementing mobile throughout our campaigns is key to communicating with our audience and Weve’s ability to delve deeper into results will provide invaluable audience insight,” she said.
MediaVest business director Matt Lloyd said the partnership will be an ongoing collaboration between the three parties, with plans to hone and refine activities off the back of the insight gained from the initial campaigns and tests that were run in 2012.
“Whilst a mutually beneficial commercial deal is an important element of the agreement, there is also significant value in the level of data that Weve can supply about Heineken's key customers.
"The ability to message customers direct to their handset, and serve them bespoke communications based on precise location, time of day, and what they are doing, resonates with the SMG philosophy of designing relevant, meaningful human experiences.
“There are already campaigns in the pipeline that will be firsts in both the category and the market. Through closer collaboration, Heineken and Weve will be at the forefront of innovation in this fast developing category," he said.
Heineken and Weve will also work together to research the value of mobile and how it can influence sales.
Weve is the UK mobile joint venture between the three major mobile operators EE, O2 and Vodafone.
Last week Weve revealed its plans to test one-tap loyalty with a major retailer.
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Heineken UK
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