Abstract

This case study discusses the ‘Worlds Apart’ advertising campaign of the Netherlands-based beverage company, Heineken N.V. (Heineken). The company had launched the four-minute advert organically in April 2017. Heineken wanted to showcase the fact that people with polarized views could also open up and connect with each other. And to prove this, it brought people with differing view together, got them to crack open a bottle of beer and created great moments. The advert was well received in the social media and also won awards at the Cannes Lions festival of creativity in 2017. The case analyzes the advert in reference to the contact theory.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• To appreciate the contact theory used
• To understand how advertising effectiveness is measured

Keywords

Heineken; The Human library; Contact theory; Open your world; Common ground; Worlds apart; Social media; Campaigns; Advertising; Social Media