Routine
Interruptions
New York
Classic Commercials
This is the latest initiative to build on
Heineken®'s Open Your World platform,
which has enjoyed huge success through
a series of classic television commercials,
digital activations and local topspins.
The new campaign takes the energy
and aspirations of Open Your World
and gives it a city-specific feel. It has its
own vibrant commercial, in which the
Heineken® Man of the World enjoys
an urban adventure while following a
string of business cards left in a taxi by a
mysterious woman.
A chance meeting on
a Hong Kong street
is the start of an
urban adventure
HEINEKEN USA hit on a
The many layers of city exploration are
reflected in the promotional mix. This
includes special-edition Heineken®
bottles and a series of intriguing
activations that vary according to market.
novel way of getting urban
consumers to leave their
comfort zones. 'The Payphone'
execution hinged on a
film featuring comedian
Fred Armisen. It started
with a ringing payphone in a New
York street. Passers-by who dared
to answer the call were invited to
cross the street to a mysterious door.
Only five were brave enough to do so, and
found themselves on stage with Armisen
at the Comedy Cellar.
The quirky film encouraged viewers to
leave their own numbers at the 'Routine
Interruptions' website. Many who did
received a surprise experience in their
own city during the promotion, which ran
from July to September. "We called 5,000
people and rewarded 3,000 of them in
our key eight markets in the US," explains
Nuno Teles, Chief Marketing
Officer, HEINEKEN USA. The
campaign has been a huge success
in terms of views, engagement and PR
earned. "We've broken our previous social
media records and generated a total
of 690 million impressions to
date, the highest number in
the last five years."
See how New
Yorkers react to
HEINEKEN USA's 'Routine
Interruptions'
6 World of HEINEKEN Edition 2 201^
