Heineken “Rooftop Revival”

Source: Heineken

When a brand solves a real consumer pain point that is tied directly to its business, that's marketing gold.

I’d give Heineken in Korea a gold medal for its recent “Rooftop Revival” campaign. Allow me to explain.

Korea’s capital, Seoul, is a densely packed city to say the least. Living spaces are cramped and bars/restaurants overflow with crowds virtually every night. Social life becomes a constant search for somewhere to gather with friends where you can actually sit, talk, and maybe even breathe.

As a leading brand in those bars and restaurants, Heineken saw this problem (aka pain point) and took responsibility for solving it.

The brand looked up to the sky for inspiration … to the rooftops of Seoul's buildings which happen to be overwhelmingly green (coincidentally, also Heineken's brand color).

Enter "Rooftop Revival.”

Heineken transformed rooftops throughout the city into social spaces where friends could gather without the crowds, with seating and breathing room to chat and create memories.

Memories made possible by Heineken, on a green roof with a big red star.

Dare I say, here's the cold, hard truth: beer is beer, without a lot of meaningful difference between the products especially in a crowded bar after waiting in line. Walk into most bars and you have many choices, if you can even get the bartender’s attention. Most brands just take the volume and don’t pay attention, but one brand saw the problem — crowded, cramped, stressful social life — and solved it, changing the entire dynamic.

I've long believed that marketers shouldn't advertise … we should solve problems. Heineken's "Rooftop Revival" proves that theory. When a brand solves a real problem, it's moving beyond advertising into engagement. Bringing real human value that creates brand loyalty.

It’s the difference between “can I have a beer” and “I want a Heineken.”

What problem can your brand solve? What pain point is your audience facing right now?

What's your experience? JIM