Title	THE BOTTLE WITH A MISSION
Brand	HEINEKEN
Product/Service	HEINEKEN EXPERIENCE
Category	A05. Use of Ambient Media: Small Scale
Entrant Company	J. WALTER THOMPSON AMSTERDAM, THE NETHERLANDS
Advertising Agency	J. WALTER THOMPSON AMSTERDAM, THE NETHERLANDS
Media Agency	EXTERION MEDIA Amsterdam, THE NETHERLANDS
Production Company	OXFORD HOUSE Amsterdam, THE NETHERLANDS

Name	Company	Position
Bas Korsten	J. Walter Thompson Amsterdam	Executive Creative Director/Concept
Ferran Lopez	J. Walter Thompson Amsterdam	Creative Director/Concept
Güney Soykan	J. Walter Thompson Amsterdam	Senior Art Director
Agustín Soriano	J. Walter Thompson Amsterdam	Strategy Director
Robert Nelk	J. Walter Thompson Amsterdam	Creative Art
Mark Peeters	J. Walter Thompson Amsterdam	Creative Copy
Emmanuel Flores	J. Walter Thompson Amsterdam	Creative Technologist
Jesse Houweling	J. Walter Thompson Amsterdam	Digital Director
Wendy Losse	J. Walter Thompson Amsterdam	Executive Producer
Finch Factor	Finch Factor	Pr
Antti Kupila	Freelance	Hardware Production
Ernst Koning	Freelance	3d Modelling And Product Design
Edwin Scholten	Magic Bullet	Animation
Soundwise	Soundwise	Sound Design Arrangement
Printed In Space	Printed In Space	3d Printing

Brief Explanation

Amsterdam attracts millions of visitors each year. The city offers so many landmarks that you can easily get lost in all the wonders. So how can Heineken Experience, the brand museum, keep up with the city’s world-famous attractions? The answer is: the Heineken way. We turned Heineken bottles into navigation tools and placed them all over Amsterdam to lure unsuspecting tourists to the Heineken Experience. The navigation bottles have a built-in compass mechanism. When you grab the bottle, it vibrates and the cap lights up red and swivels to point out the route to follow. Final stop: the Heineken Experience.

Results and Effectiveness

More than 200 people embarked on an unknown journey through Amsterdam. They walked a total of 100 kilometres. The online video was viewed over 200,000 times in just one week. The “bottle with a mission” attracted global attention in countries such as the Netherlands, Germany, United Kingdom, France, Spain, Brazil, USA and even Thailand, where people learned about our innovation story.

Creative Execution

The success of this campaign was based on organic story distribution. In addition to pushing the video via social channels, we also invited selected influencer blogs globally to view the video online and let us know their thoughts about the new bottle and the innovative technology. And to attract even more media coverage, bloggers from the creative, travel, lifestyle and technology publications were invited to report on the experiment.

Insights, Strategy and the Idea

Heineken is known and loved all over the world. To grab the attention of Heineken fans and promote the Heineken museum, we placed five “bottles with a mission” throughout Amsterdam. We documented the journeys of unsuspecting tourists who were bold enough to pick up the bottle. We shared this video with Heineken fans via social media. We also invited influencer blogs globally to view the video and let us know their thoughts about the bottle and the innovative technology. To generate even more media coverage, bloggers from creative, travel, lifestyle and technology publications were invited to report on the experiment.