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^

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World of Heineken | 2014 | | pagina 6