The Campaign

Most of the branded entertainment here in the market is just promoting the brand name, instead of producing content that intrigue people want to watch. In many cases, brand entertainment is just long ad.

Results

The agency is sending those who are curious enough to a mysterious lane house in the city. To set this campaign in motion, multiple invitations are placed and hidden all over Shanghai. From a classic duvet to a singing music cart strapped to a bicycle, all but dotting to one single mysterious address, will arrive at a Heineken green door. A velvet barber chair awaits quietly to send them on a deranged cities experience – from a tulip field to a carnival to a full size half-cut yellow cab. And as the chair returns to normality, Heineken uses 3D imaging and printing technology to create 1:1 scale statues of all participants to celebrate their curiosity at an undisclosed location three weeks later.

We placed the QR code on the statue to turn it into media driver for people to know about the story, and also we seeded the content to multiple PR sites and major online influencers to maximize the coverage. 15 secs pre-rolll also been created for online video sites to drive the audience to see the whole experience film.

Video got more than 4 million video in only 2 days. 40 million impressions on social media, where the conversation actually happens and Heineken saw 24% positive impact on the brand closeness with the consumer.

In a country where curiosity isn’t something people will encourage, we send out a hidden invitation to bring those who are curious to an adventure they will never forget. And we documented the whole journey, share with the whole nation to inspire more to be curious about the city they are living in.