Can there be a more romantic gift forValentine’s Day than a serenade? Probably, not. Looking back at PUMA’s digital card presented back in 2010, Heineken has launched a Facebook app called ‘The Serenade,’ which allows the brand’s fans to create their own personalized song in one of 20 languages (the English songs goes with subs in Russian, Korean, Czech, Thai and others) and send it to their potential partners, inviting them on a date.
The new project comes as an extension of Heineken’s ‘The Date’ advert, and also comes as part of the multi-platform ‘Open Your World’ global campaign by Wieden+Kennedy Amsterdam—the new piece was developed by this agency too. “The Serenade is designed to take some of the stress out of asking a partner to go on a date. It’s fun, interactive and guaranteed to make an impression. We are committed to connecting with our adult consumers both on and offline. The Serenade is one more positive example of how we are doing this. Through ‘The Serenade,’ we continue to ignite the conversation by providing an opportunity to ask someone out in a witty and legendary way” said Cyril Charzat, Senior Director, Global Heineken Brand.
Photo: A snapshot of Heineken’s ‘The Serenade’ app
To start serenading, you are invited to launch the app, choose one person from his friends list on Facebook, indicate why you fancy him or her, decide where you two will go, and say why you are so special—just for clicks and the humorous invitation card is ready. Your potential partner will see a performance of a band fronted by Paul ‘Kiss’ Kissaun from the ‘Date’ commercial, singing the serenade based on the 1960’s Bollywood hit ‘Jaan Pehechaan Ho’ by Mohammed Rafi, and will say ‘yes’ or ‘no’ after watching it. The lyrics build on the answers given by a user—there’re 640 different Serenades available in total. In addition to that, on February 9, Heineken will launch an 8-hour YouTube event called ‘Serenade Live’, “during which individuals around the world will get the chance to serenade the object of their heart’s desire live online,” says the press release.
“In a way, we want people to be in the films we make. The idea of giving Heineken drinkers the band from the spot to help them ask someone out is our way to make that happen for real. Let’s hope we make a load of offers that can’t be refused,” says Mark Bernath, Executive Creative Director from W+K Amsterdam.
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