Mike de Block

At first, I was planning to write a post about the new KLM Tile & Inspiration campaign as it’s once again a distinctive campaign. By embedding their brand advocates onto the design of their airplanes, KLM is showing their human face(s) to the world. The fact that numerous amount of people are willing to link their faces to the brand of KLM is more then a compliment for the Royal Dutch Airlines. However, I reconsidered my choice since marketing is in essence all about understanding your crowd and identify the moments in which you can support them in their daily lives. The KLM campaign does connects to KLM’s core values, but doesn’t really offer any support besides temporary recognition.

I therefore would like to devote a post to a well-known brand who regularly organises stunning events/commercials, but in my perspective let a slip right after. In short, I miss the “post campaign connectivity”, which would turn me into a brand ambassador and would extend the WOW factor to stimulate word of mouth. I therefore sincerely hope that the Heineken Star app is the first of many to lift the brand of Heineken. This app allows you to predict how a shot in a live football match turns out while battling with your friends. Football is a game you watch with your mates in which everybody has their own opinion. Creating a platform to challenge the insights of your mates is then just a superb idea. Does this app let me cheer with my mates…Yes!Heineken star certainly does that and maybe even with a bottle of Heineken, but after another promising start I would ask mr Heineken.. What’s next? Since your raised the bar of expectations once again….