HEINEKEN #OPENSP
Every great city offers endless adventures 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.
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.
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.
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 People Exposed
To The Campaign
805
Million People Exposed
To The Campaign