Heineken is continuing its ‘Open Your City’ campaign with the launch of a new TV and cinema commercial – ‘The City’ – and OOH campaign featuring national proximity media and a London-focused push, including an immersive zone in Victoria Station, Oxford Circus takeover and bus stop wraps and underground LCDs.
The campaign in centred on the launch of a City Editions 33cl bottle, available from 1 September, with the specially designed bottles each having one of six global cities printed on it: New York, Shanghai, Berlin, Amsterdam, London and Rio de Janeiro.
Jacco van der Linden, marketing director at Heineken, described the activity as the “next phase”, adding: “Our ambition with our ‘Open Your City’ Heineken campaign is to unlock London for our ‘Men of the World’ through premium experiences.
“We want to remind our ‘Men of the World’ that every great city offers an endless adventure within its sky-scraping towers and neon lit streets. We know they are hungry for new experiences and this campaign looks to motivate and inspire them to step out of their comfort zone and explore the villages that make up London from Shoreditch to Brixton and Camden to Battersea.”
‘The City’ is the seventh film in ‘The Legends’ series created by Heineken in partnership with Wieden + Kennedy Amsterdam. St Luke's has developed the bespoke OOH creative to support the Open Your City campaign in the UK.