Heineken® has announced it is behind a mystery activation targeted at the Melbourne hospitality industry which took place in the lead-up to and during the Australian Open.
Over a two week period, a number of bartenders from bars, pubs and restaurants around Melbourne have been left with some unexpectedly big surprises by a ‘mystery shopper’ who roamed the city, handing out outrageous tips and free tickets to the Australian Open to staff who showed an understanding of the importance of serving a Heineken® in the right way.
The activation program formed part of Heineken’s strategy to ensure Heineken® drinkers around Melbourne received the best product experience while they enjoy the tennis at partner venues.
The brand’s goal was to incentivise bartenders to maintain their high standards and ensure consumers received the ‘Heineken® Star Serve Ritual’.
Hidden camera footage shows how the Guru was served by bartenders when he went undercover.
Alessandro Manunta, Marketing Manager, Heineken® Lion Australia, said, “Our product sits at the heart of everything we do and one of Heineken’s core brand commitments is to go the extra mile to ensure our international premium beer is delivered to consumers in the best possible way. We are always looking to try new things and we want this activation to encourage all bar and wait staff to make sure they are providing the best service to anyone that orders a Heineken®. The Star Serve Guru now moves his attention to the rest of the country. You won’t know where, or when, but as long as you continue to deliver the 5 Step ‘Heineken® Star Serve Ritual’ you could receive the ultimate tip.
The ‘Star Serve Guru’ activation coincided with Heineken’s 20th anniversary celebrations of its sponsorship of The Australian Open and its brand presence during the tournament.