Agency: Red Media Africa
Heineken is one of the world's biggest premium beer brand, and remains of Nigeria's most recognised international brands. However, due to intense pressure on the country's economy (falling oil prices, very high inflation and devaluation of the Naira), Heineken had began to lose consumers to cheaper and easily affordable beer brands.
In addition, research data confirmed that previous Heineken global campaigns, which were expanded into Nigeria recorded low comprehension among the target audience. Local consumers failed to connect with the brand messaging due to cultural contexts, which affected brand equity and authority among 18- to 25-year-old males.
Few KPIS were important for the campaign: Authority, Approval, Closeness, Advert awareness, Advert evaluation & price perception (specifically worth its price).
To address the problem, Heineken launched a credential campaign in Nigeria to reinforce its premium perception through relatable and credible brand stories. Tagged 'THERE'S MORE BEHIND THE STAR', the campaign was driven by Jidenna, a culture-conscious Nigerian-American superstar that most Nigerians admire.