The new campaign visual “leaps off the page” to engage passengers

Leading beer brand Heineken has launched a 3D advertisement in Holland Herald, KLM’s inflight magazine – said to be a first for inflight publishing. The ad was developed in partnership with specialist inflight creative agency Ink.

The resulting creative was a 3D lenticular card spot-glued to a page in the magazine’s May issue. The image features the Heineken green bottle with the cap shooting off and the headline “open cap policy”.

The design was a Global Duty Free activation of Alive, Heineken’s OOH (Out of Home) global campaign, which incorporates interactive moving elements into static print advertising situations. This, said the brand owner, added an inventive twist that boosted engagement and brand desirability with the reader.

Heralded as ‘Idea of the Week’ by the UK’s Marketing magazine (29 July 2013), the campaign is the latest innovation in print and digital advertising from Heineken.

Heineken said: “Visually, the Heineken 3D visual literally leaps off the page into the world of the passengers on board, giving a uniquely engaging and memorable brand experience.”

Research undertaken by Ink shows that just over 40% of readers lifted the 3D card from the page, taking it with them when their flight landed.