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^

Jaarverslagen en Personeelsbladen Heineken

World of Heineken | 2014 | | pagina 8