Title	THE BOTTLE WITH A MISSION
Brand	HEINEKEN
Product/Service	HEINEKEN EXPERIENCE
Category	A01. Use of Promotional Events & Stunts
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

The Brief

Amsterdam is a popular place to visit for millions of people each year. But the city offers so many landmarks that it’s easy to get lost in all the wonders. So how can Heineken Experience, the brand museum, keep up with the city’s world-famous attractions? That’s why the Heineken Experience needed a smart idea that triggered tourists in a direct way to visit the Heineken Experience. It had to be an idea that would really grab their attention.

Campaign Success

Heineken Experience wanted to attract more tourists and raise its profile. That’s why we placed five “Heineken bottles with a mission" throughout Amsterdam for one day. We documented the journeys of the unsuspecting tourists who were bold enough to pick up the bottle. We shared this documentary video online with Heineken fans via social media channels. Besides 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 get even more media coverage, bloggers from creative, travel, lifestyle and technology publications were invited to report on the experiment.

Describe the success of the promotion with both client and consumer including some quantifiable results

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 key Heineken countries such as the Netherlands, Germany, United Kingdom, France, Spain, Brazil, USA and even Thailand, where people learned about our innovation story and, of course, the Heineken Experience. This is how we piqued the interest of people around the world in the Heineken Experience.

Explain why the method of promotion was most relevant to the product or service

There are two ways to promote the Heineken Experience, the brand museum: the traditional way and the Heineken way. We did it the Heineken way by transforming Heineken bottles into navigation tools and placing them all over Amsterdam. The bottles grabbed people’s attention and lured 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. The last stop was the Heineken Experience. Heineken shared the video about this experience with online Heineken fans and influencers to draw worldwide attention to the Heineken Experience in Amsterdam.