The campaign aims to show how the DraughtKeg works and to create a strong online identity that will reaffirm Heineken's continental brand positioning.
The DraughtKeg is a free standing, five-litre beer dispensing unit, which uses patented technology and a unique pressure system to guarantee fresh quality draught beer at home.
The activity adopted by Airlock includes digital escalator panels, the redesign of and a year-long ad campaign.
The escalator panels were produced in collaboration with Film38 to showcase the product, demonstrating how it works and how easy it is to operate and achieve the perfect pint.
Airlock redesigned Heineken.co.uk to introduce the product and to support event-based drinking, suggesting users enjoy Heineken on certain dates throughout the year. Users can also enter competitions to win 'beer for the year' or a 'week of continental living'.
The site extends and supports the existing above-the-line continental theme of "Get the head right, and the rest will follow". The site includes "The Heineken Guide to Continental Living", a series of short films that play on the humorous side of British behaviour versus continental attitudes. There is also the option to share the films by email.
The look and feel of the website draws on classic 2D style European film credits and typography and introduces a main character around which the main site and story is based. Specially commissioned music for the site was composed and produced by Pierre Thiebaut.
The online campaign will comprise six creative executions and will run across key titles such as FHM, Sky Sports, ITV, GQ and The Times.
The website launch coincides with the national launch of the DraughtKeg and supports other online and offline communication, including TV, PR, print and outdoor experiential.
The activity follows a successful soft launch by Airlock last year.