Seville chill: Cruzcampo campaign to celebrate lager’s care-free spirit

The digital ads will leverage GumGum’s AI-powered data engine, the Mindset Graph™, following a successful BETA activation with Heineken

The Heineken Company has worked with GumGum, the Mindset Company™ transforming advertising, for a new digital campaign showcasing the laidback vibes of premium Spanish lager Cruzcampo.

The campaign includes a video that features a man perched on a keg, rolling down a sunny Seville street, with the tagline “Choose to Cruz.” The playful motif embodies the carefree, relaxed spirit of Cruzcampo, and will be captured within a series of high-impact media formats this summer.

Heineken will use these assets in combination with GumGum’s newly enhanced data engine, the Mindset Graph. The advanced AI tool analyses billions of data signals – encompassing contextual, creative, device, environmental, behavioural, and more – to surface ads in the environments where a target audience is most receptive and primed to engage.

“We’re excited to unveil the strategy behind this summer’s Cruzcampo campaign – which will be driven by some of today’s most innovative tools,” says Viktoria Chomerova, Digital Media Manager at The Heineken Company. “Powered by the Mindset Graph, the potential of the campaign is huge. It means we can pinpoint the environments that over-index for attention, driving more relevant and accurate placements. It’s an approach that we can constantly adapt and hone across future campaigns.”

“By choosing to deploy the Mindset Graph, Heineken is doubling down on its status as one of the industry’s true innovators,” says Rosemary Watkins-Moth, Digital Director, Client Direct at GumGum. “What sets the solution apart is its ability to enhance performance in real-time by capturing a robust data set to understand not only where a target audience shows up, but why they’re there and how best to align the creative with the moment. This revealed a number of mindset opportunities for the brand, some of which are far from obvious – for example, Cruzcampo’s affiliation with holidays and special life events content – making the model all the more powerful. It enables Heineken to draw the contours of a really strong, attention-led campaign; one that outperforms even standards set in last year’s striking set of results.”

Source: GumGum

  Advertising, Campaign, Cruzcampo, Digital Campaign, GumGum, Heineken, Marketing, The Heineken Company