CURIOSITY PAYS

TitleCURIOSITY PAYS
BrandHEINEKEN
Product / ServiceHEINEKEN “CITY EDITION”
CategoryA01. Use of Promotional Events & Stunts 
EntrantWIEDEN+KENNEDY SHANGHAI, CHINA
Entrant Company WIEDEN+KENNEDY SHANGHAI, CHINA
Advertising Agency WIEDEN+KENNEDY SHANGHAI, CHINA
Media Agency MEDIAVEST CHINA Shanghai, CHINA
Production Company STINK Shanghai, CHINA

Credits

Name Company Position
Winson Woo Wieden+Kennedy Shanghai Creative Director
Wanshi Lu Wieden+Kennedy Shanghai Creative Director
Fish Ho Wieden+Kennedy Shanghai Designer
Kevin Lunsong Wieden+Kennedy Shanghai Designer
Will Dai Wieden+Kennedy Shanghai Designer
Bernice Wong Wieden+Kennedy Shanghai Producer
Paul Goodnight Wieden+Kennedy Shanghai Media/Comms. Planning
Dino Xu Wieden+Kennedy Shanghai Account team
Leo Chu Wieden+Kennedy Shanghai Account team
Jessica Deng Wieden+Kennedy Shanghai Business Affairs
Theresa Shehadeh Wieden+Kennedy Shanghai Project Management
Yang Yeo Wieden+Kennedy Shanghai Executive Creative Director
Paul Stechschulte Wieden+Kennedy Shanghai Executive Creative Directors
Angie Wong Wieden+Kennedy Shanghai Head of Production
Leon Lin Wieden+Kennedy Shanghai Strategic Planning
Rob Campbell Wieden+Kennedy Shanghai Strategic Planning

Brief Explanation

This campaign is to promote the Heineken special package “City Edition” in China. To boost brand awareness/ relevance and the same time drive sales.

The Brief

The Objective is to make the brand more “local” that more related to the consumers. Challenge is that how to make an international brand relevant to the market the same time not losing its premiumness. The strategy is to make curiosity rewarding and to inspire people to open their city.

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

Campaign 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, and most importantly, 27% sales increases versus the previous summer.

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

Heineken believes crossing your borders brings excitement and adventure. Invitations were hidden in plain sight all over Shanghai, leading to one mysterious address. Those curious enough to follow were rewarded with an unforgettable ride through the 6 destinations found on Heineken’s limited edition city bottles. What people didn’t know was Heineken scanned each riders face to place on life sized statues and 3 weeks later these were left all over the city for them to discover. Heineken: Curiosity Pays