"Heineken has appointed contextual-first leader GumGum to run a Christmas 2025 campaign for Birra Moretti, celebrating key themes of family, connection, and joy. The festive special will use GumGum's advanced contextual tech to celebrate Birra Moretti's proud Italian heritage and charm, helping anchor viewer attention during digital's most competitive season. The campaign uses state-of-the-art tools to deliver emotionally rich storytelling."
"In a recent GumGum study of 3,000 consumers across six global markets, including the UK, US, and Germany, 67% said Christmas makes them feel joyful, and 37% reported feeling nostalgic. Birra Moretti aims to capture this warmth, using a combination of rich media creatives in high-attention content environments. It follows GumGum's Christmas 2024 campaign for Heineken, in which GumGum used a combination of advanced contextual targeting and attention measurement to place Birra Moretti ads in the most relevant environments for its target audience."
"The ads secured an average viewable Attention Time of 2.9 seconds, up nearly 20% on the GumGum benchmark - rising to 4 seconds for desktop formats (a 50% increase). They also performed 67% better on Attention Time for family and relationships content than the context average for those categories. Further independent research from measurement company On Device showed strong uplifts in consideration, favourability, and purchase intent of between +10 to +13 points among both weekly lager drinkers and men exposed to the ads."
Heineken has appointed GumGum to run Birra Moretti's Christmas 2025 campaign, centering on family, connection, and joy. The campaign will use GumGum's advanced contextual technology and state-of-the-art tools to celebrate Birra Moretti's Italian heritage and anchor viewer attention during the competitive digital holiday season. A GumGum study of 3,000 consumers across six markets found 67% feel joyful at Christmas and 37% feel nostalgic, informing creative choices. The campaign will deploy rich media creatives in high-attention content environments and emphasize traditional seasonal imagery to convey familial warmth, building on GumGum's 2024 campaign performance and independent uplift metrics.
Read at Exchangewire
Unable to calculate read time
Collection
[
|
...
]