Experiential Outdoor: Heineken Lounge

Hello Guys,
Again, one of my favourite source of nice advertising news (Springwise) released a post on the Heineken Lounge opened in NY Newark airport. The aim of the brand is to provide a premium lounge service to "economy class" passengers. Not a bad idea when you usually have to wait in one of these non-friendly airport terminal!
Obviously, the Heineken brand equity is again significantly leveraged with such operations: the consumer affinity gained is very important.

Olivier

Warm beer in airport restaurants resembling barns has, no doubt, caused many of us to wonder where air travel's glamour got to. Helping revive the notion of classy business travel, Heineken has teamed up with design agency UXUS to create an airport lounge offers a respite from the chaos of the terminal gate.

The Heineken Lounge opened in Newark Liberty International Airport in December 2008, and democratically presents all travellers with the luxuries typically reserved for first and business class passengers. Private conversation nooks, custom white leather sofas, spherical light fixtures and green aluminium tables combine to create a contemporary brand space. In addition to Heineken, a variety of beers are served on tap, alongside a fully-stocked cocktail bar.

Although Hong Kong's International Airport has had its own Heineken bar for some time, Newark's lounge is more of a 'third place', offering work necessities such as wifi, as well as movies and other entertainment. One to emulate, if branding budgets allow ;-) (Related: Being space for a microbrew — Beer cans that sleep two — Baby brand space at Schiphol Airport.)

Website: www.heineken.com — www.uxusdesign.com
Contact: www.heinekeninternational.com/contactus.aspx — europe@uxusdesign.com

A personalized in-flight Mag: great OOH Experiential campaign by HSBC

HSBC's new build-your-own-inflight-magazine concept opened in Decemeber in Heathrow's Terminal 1. The concept: as they enter the enclosure, travellers are handed a hardback magazine cover. They can then pick and choose from a large selection of loose-leaf articles arranged on the kiosk's shelves. When they're done, a staff member at the 'binding bar' neatly binds them into the cover to create a personal magazine.

HSBC launched the concept to promote its Premier banking package. The kiosk will remain open for another two weeks, and may be rolled out to airports around the world in the future.

Website: www.hsbc.com
Contact: www.hsbc.com/1/2/contact-us

Low-Impact Advertising: Let's simplify!

Realising that green concerns are here to stay, British media agency Curb offers nothing but low-impact advertising. Its clean advertising service (similar to Street Advertising Services and GreenGraffiti, which we featured earlier) uses rainwater to clean logos into grubby pavements, and has been joined by a four other services that are both novel and easy on the environment.

Curb creates sand sculptures of all sizes; burns patterns and logos into wood using magnifying glasses; and offers a ‘logrow’ service to cut logos as big as 30m wide into turf. Although each service is handcrafted, the agency is adamant that images are produced exactly as created digitally. Last but not least, graphics can be projected on falling sheets of water to create a memorable display. Household names have already used Curb’s services: Adidas was immortalised in grass, Volkswagen commissioned a sand sculpture and Barack Obama’s face was etched into wood.

We’re happy to see that ‘cleanvertising’ has been expanded into an entire portfolio of green(er) advertising options. Curb claim to be the world’s first and only media agency to be doing this exclusively. Which indicates that there’s space for others in different regions. Start blasting, sculpting, cutting and burning!

Source: Springwise - http://springwise.com/marketing_advertising/curb_media_agency_focuses_on_l/