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

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World of Heineken | 2014 | | pagina 7