Brief Explanation

On the surface Heineken Cities was a massive consumer event. But there was something deeper at play. With strong competitor strongholds at key local drinking clusters such as Club Street/Ann Siang, there was an opportunity to showcase Heineken’s vibrancy and internationalism. The festival spirit it could bring to bars. The launch of Heineken’s limited edition Cities bottle was the perfect opportunity to do that. To promote the bottle and convert trade at the same time.

The Brief

Sales of Heineken volumes were under severe threat from competitors like Stella Artois, Asahi and Carlsberg due to two reasons: 1. A strong focus on price promotions – deals like 1-for-1, bucket promotions. 2. Availability (less than half of the outlets carried Heineken) We needed to figure out a way to trump the competition and let the drinking clusters’ outlets see the benefit of choosing us, as the preferred beer partner.

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

Please refer to confidential information.

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

We brought the power of Heineken’s global brand proposition to life, in the middle of our competitors’ drinking strongholds. We leveraged the launch of our Heineken® City Edition bottles to orchestrate an epic takeover of Singapore with a focus on unique consumer experiences at Club Street/Ann Siang. The campaign's centerpiece was a cultural cosmopolitan event, bringing the best of 6 cities to Singapore in one night. We brought to life the proposition of “Discovering the World in Singapore” – via a live set from DJ Rae in London, hip hop dancers from NY, samba dancers from Brazil, street buskers from London, Chinese performers from Shanghai and a live mural painter for Amsterdam. We complemented this with: • Roving activations in other strategic drinking clusters • Personalized press kits to invite the media down • Facebook posts to hype up the event and encourage consumers to explore their city with #openSG