Title | CURIOSITY PAYS |
Brand | HEINEKEN |
Product / Service | HEINEKEN “CITY EDITION” |
Category | A01. Use of Promotional Events & Stunts |
Entrant | WIEDEN+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 |
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 |
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 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.
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.
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