Limited-edition
bottles celebrate
the great cities of
the world
w
it
Star Cabs
London
A Lot of Bottle
keep the bottles. That's new for us
and we're very proud of it."
Heineken®-
branded
London taxi
which takes them
beyond their 'city borders'.
The partner bars are located
in the London 'villages' of
Brixton, Clapham, Shoreditch,
Angel Islington, Camden,
Notting Hill and Balham.
Consumers have the
opportunity to enter an
online competition.
Winners of a 'Star
Cab' ride are
alerted by SMS
and chauffeured to a bar in
another London village where
they receive a warm welcome
and a cold Heineken®.
"The 'Star Cabs' activation
showcases both the premium
experiences that choosing
Heineken® can unlock and
the wide variety of exciting
outlets where Heineken® is
available," says Jacco van der
Linden, Marketing Director,
HEINEKEN UK.
In London,
Heineken® has
teamed up with 30
premium bars to offer an
unforgettable night of
adventure. On the first
Saturday of each month
(until the end of the year),
consumers at the partner
bars can explore the British
capital in a special 'Star
Cab' - an eye-catching
The Heineken® bottle is a key element
of the campaign, with limited-edition
labels celebrating the great cities of
the world. There are six global bottles
featuring New York, Rio de Janeiro,
Shanghai, London, Amsterdam and
Berlin. Markets also have the option to
switch one of the global bottles for a city
in their own country that they would like
to showcase.
The bottles convey the scale of 'Open
Your City': 800 million bottles - or about
10 to 15% of the brand's volume - are
attached to the campaign and will be
rolling out in 150 countries this year.
"It's our biggest marketing platform
to date," says Anuraag. "I've seen a lot
of Instagram, Twitter and Facebook
photos of people holding the bottles.
They've become a symbol of pride, and
Heineken® has become more relevant
as a result. People want to have and to
Permanent Platform
Adding to the appeal of the bottles
is the 'Open Your Bottle to Open Your
City' competition. A code under the
bottle cap offers a chance to win a
range of prizes and trips to one of the
six global cities. And although many
activations will peak between now
and the end of the year, it doesn't
stop there. "'Open Your City' isn't
so much a campaign as an ongoing
and living platform," says Gianluca.
World of HEINEKEN Edition 2 201^
