Heineken, a company situated all over the world, is creating new opportunities in the cities you call your home. In the ‘Shape Your City’ campaign you are able to take action yourself. Are you ready for an adventure in your own city?

The Brand

Heineken is an internationally oriented brewing company with Dutch roots, which was founded in 1873 and is still holding a strong position in the international beer market. Heineken is well known for their offerings of premium quality beer. When you think of Heineken, you see its signature green bottle, their trademark: the red star and the three smiling ‘e’-s.
However, Heineken is way more than just a beer. They offer a unique, pure and consistent taste all over the world that brings people together. The company manages to repeatedly successfully promote the brand with their striking advertising campaigns to reach the successful middle class men of their target market.

Shape your city

Source: Youtube.com

In their latest campaign; ‘Shape Your City’, Heineken does not just focus on the beer itself, but on the cities in which this brand is sold. It is a part of the earlier launched; ‘Cities of the world’ campaign. A great initiative that tries to create an environment where people step out of their comfort zone that is partly ruled by social media and digital devices. In the ‘Shape Your City’ campaign, Heineken motivates people take actions in their cities, to transform them into a more vibrant and energetic environment.

Stellenbosch (Photo by Josephine van Steenhoven & Mike Ooijevaar)

Promotional tools

As part of their ‘Cities of the world campaign, Heineken launched a brilliant TV advertisement, showing a man who is discovering the secret places in his own city, due to a set of business cards.

Source: Youtube.com

Also to encourage celebrating unique experiences in the big cities of the world, Heineken launched limited design city bottles honorering the big cities.

Heineken did not stop here. The company had a strong online presence of their campaign. One of the elements of this online campaign was featured by an online map of Bangkok in which people could search for 10 bottles a day, that were hidden in their cities. The bottles could be found in a 360-degree view on Heineken’s website. When found, people would obtain credits to win a trip to one of the largest cities in the world, as well as obtaining a deeper local knowledge of the city where they lived, due to exploring the places in which the bottles were hidden. Hints on finding the bottles were given through the usage of Facebook, online banners and outdoor sights. The main cause of creating this part of the campaign was due to the fact that TV advertisement is banned in Thailand. This great adaptation to different market needs resulted in reaching over 10 million people online and a boost of Heineken’s brand scores: closeness, affinity and authority.

The campaign is part of their ‘Cities of the World’-campaign, but it reaches far beyond the world of men. The campaign combines the world of social media and digital devices with exploring the actual world, obtaining knowledge and having face-to-face experiences.

Why is this campaign so great? 

This campaign of Heineken is not just so amazing due to the many different promotional tools being used. This special campaign has an extra special dimension because it does not only improve the image of the brand; it also helps enhance cities and it brings people together who are engaging in this campaign. This means that Heineken is both creating benefits for the brand itself, but also for the cities where the beer is being sold.

With their overarching campaign ‘Cities of the World’ having several sub-campaigns, Heineken targets multiple goals such as improving cities, letting men explore their city and bringing people together, and this all while enjoying the unique taste of what is hidden inside a famous green bottle. When looking as this wonderful campaign, it is not surprising that Heineken has had a global presence for so many years and it inspires us to shape our own city.


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Stellenbosch (Photo by Josephine van Steenhoven & Mike Ooijevaar)