Title	HEINEKEN CITIES OF THE WORLD
Brand	HEINEKEN
Product/Service	HEINEKEN
Category	D01. Use of Integrated Media
Advertising Agency	WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
Media Agency	STARCOM MEDIAVEST GROUP London, UNITED KINGDOM
Entrant Company	STARCOM MEDIAVEST GROUP Amsterdam, THE NETHERLANDS

Name	Company	Position
	Heineken Brand Team
	Starcom Mediavest Group
	Wieden/Kennedy Brazil
	Wieden/Kennedy Shanghai
	Wieden/Kennedy New York
	Ultra Super New Japan
	Marcel-Publicis Mexico
	DBOD Amsterdam
	Postvisual Korea
	RPM Ltd London

Brief Explanation

Great cities are the world’s pulse. Heineken is available in cities across the globe, but with craft beers and trend to “buy local”, Heineken’s relevance and market share was under threat. How could Heineken prove that instead of being an international outsider, it's actually an all-knowing insider? By inspiring and enabling young guys to uncover their cities secrets and explore everything on offer. The idea for The Cities campaign was to unlock every city in its own unique way – all underpinned by social tool @wherenext; which used live social data to guide people to the hottest experiences.

Results and Effectiveness

Cities of the World delivered unprecedented business success and unlocked great cities across the globe. Heineken volume grew by 5% across its top 20 markets. Overall 1 Billion Cities bottles were sold and the campaign accounted for 1/3 of Heineken's 2014 volume uplift. In 73% of our top 25 markets we increased or maintained brand closeness with the UK beating Stella Artois on brand preference for the first time ever. @wherenext launched in 32 markets, and in the top 4 more than 111,000 clicks enabled people to enhance their night via social data. In addition Cities films across the global TVC & local films received +20million online views across Europe.

Creative Execution

To inspire adventure we launched the Cities film on TV, cinema and online and transformed Heineken’s own iconic global bottle into a local one bearing 55 city names. Mobile turned this inspiration into exploration, becoming a city compass via @wherenext. We fueled this algorithm with influencer content and promoted it via geo-located and time-targeted display to thriving areas on the weekend. Ambient activations in great cities like London, Amsterdam and Bucharest then intercepted young guys and sent them on unique adventures. Every experience was captured and seeded on social to truly cement Heineken as the all-knowing insider to cities.

Insights, Strategy and the Idea

Heineken’s young male target audience suffers from the social phenomenon ‘FOMO’ (Fear of Missing Out). With so much going on they gravitate towards brands that can help them unlock new and interesting experiences. Our communications had to motive drinkers to get out of their comfort zone and prove Heineken’s worth to city livers by helping them unlock their city. Social and mobile are inherently personal and local so became the vehicle to fuel local exploration via @wherenext. Film and point of sale would inspire adventure and ambient executions would deliver unique experiences, with surprising twists.