HEINEKEN #OPENSP

Every great city offers an endless adventure within its sky-scraping towers and neon lit streets

As part of its global campaign 'Cities of the World', Heineken aimed to inspire São Paulo people to explore and unlock the city’s best secrets and attractions. The mission was to make Heineken more relevant to São Paulo consumers by promoting the "Open your city" message innovatively, with a major focus in OOH and content.

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Encouraging people to explore the hidden treasures of São Paulo

Background

The Most Insightful São Paulo City Guide

Despite being one of the most vibrant cities globally, with attractions including its gastronomy, music scene and nightlife, São Paulo is tough to explore. We developed a guide in the form of a responsive website, with the best things to do in town. This guide would offer the best recommendation closer to you, regardless of where you are in the city.

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WiFi-enabled digital clocks

We sponsored hundreds of digital clocks and street furniture around the city, covering different neighbourhoods and famous districts, and installed internet routers on them, offering free WiFi. We created and promoted the hashtag #OpenSP on Twitter, that when used, would read the user's tweet geolocation and provide a curated recommendation nearby.

Heineken also counted on an always-on content strategy to promote weekly new attractions around the city on its social media channels, Twitter, Facebook, and Instagram, engaging the young audience more and more.

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WiFi-enabled digital clocks

We sponsored hundreds of digital clocks and street furniture around the city, covering different neighbourhoods and famous districts, and installed internet routers on them, offering free WiFi. We created and promoted the hashtag #OpenSP on Twitter, that when used, would read the user's tweet geolocation and provide a curated recommendation nearby.

Heineken also counted on an always-on content strategy to promote weekly new attractions around the city on its social media channels, Twitter, Facebook, and Instagram, engaging the young audience more and more.

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Key results

In Brazil, the brand is well known, but its market share is limited, being perceived more as a premium brand and a competitor for other brands, such as Stella Artois. Heineken's audience in Brazil is essentially urban, emphasising the importance for the brand to relate and speak to these consumers within their urban space, inspiring them to get out of their comfort zone and get the most out of São Paulo.

10

Million People Exposed To The Campaign

43

Million Impacts Over 6 Months

805

Thousand Interactions
on Twitter & Facebook