Based on the brand’s second global film The Date, the new app enables Heineken consumers to send humorous personalized songs to potential partners, inviting them on a date. Available in twenty languages, millions of adult consumers across the globe will be able to participate and create their own Serenade songs via Heineken’s Facebook page.
The Serenade is part of the brand’s Open Your World global campaign which celebrates and encourages aspirational behaviors among adult consumers. It follows the recent launch of The Date, which celebrated a man taking a woman on a legendary date, set to the catchy 1960’s Bollywood track, Jaan Pehechaan Ho by Mohammed Rafi. Through the app, the same band that appeared in the ad will create songs for Heineken fans.
“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,” says Cyril Charzat Senior Director, Global Heineken Brand. “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.” A total of 640 different Serenades are available.
Charzat concluded, “Through The Serenade, we continue to ignite the conversation by providing an opportunity to ask someone out in a witty and legendary way.”