U
The campaign takes
the aspirations of'Open
Your World' and gives it a
city-specific feel
Curiosity Pays
BRAND STRATEGY
Social Media Secrets
Taking the campaign beyond traditional
media channels is the Twitter-based
platform @wherenext. The tool is
designed to help consumers unlock
the secrets of their city, and offers
suggestions for trending bars, restaurants
and cafes based on their location.
Shanghai
Social media is a
core component
of consumer
engagement
In London, for instance, consumers have
the chance to win a ride in a 'Star Cab'
- a London taxi painted in Heineken®
colours - to another venue. In New
York, 'Routine Interruptions' offer an
escape from the daily grind for those
willing to answer a ringing payphone.
Meanwhile, in Rio de Janeiro, a series of
live performances in a carefully restored
venue pay tribute to the birthplace of
bossa nova.
@wherenext uses a unique algorithm to
track activity across a number of social
media platforms to make its up-to-the-
minute recommendations.
As Anuraag Trikha, Global Heineken®
Brand Communication Director, explains,
Heineken® research shows that Men
of the World fear missing out on the
exciting experiences in their city. 'Open
Your City' prompts them to do something
about it. @wherenext also recommends
non-Heineken® venues if they are
trending at that moment, positioning
the brand not just as a global player but
as a true city insider. "What makes this
campaign unique is that we are going
beyond just communications," he says.
"We are providing real tangible value to
consumers."
HII!j.«mH*(SS
"China is one of the busiest
places on earth," says Byron
Chang, National Marketing Director,
China. "With new things continually
popping up then disappearing, people have
trained themselves only to notice things
that are exceptional or rare." This was the
starting point for Heineken®'s initiative
in Shanghai, which is based around the
theme 'Curiosity Pays'. The idea is to draw
out aspiring Men of the World by provoking
and rewarding their curiosity. "Our insight
was that Men of the World have the desire
to cross their own borders, but cultural
expectations stop them from taking the
first step."
Heineken® sets out to overcome these
barriers by capturing consumers' attention
and arousing their curiosity. Hundreds of
landmarks, from specially designed posters
to traditional roadside barbers, throughout
the city in October aim to tempt consumers
to step outside their usual boundaries and
see Shanghai in afresh light. What's more,
the city-focused campaign is expected to
have nation-wide impact, thanks to smart
use of video, national and social media.
Edition 2 2014 World of HEINEKEN
7
