Heineken® has taken its “Open Your City” campaign to the streets with the creation of an innovative Out Of Home offering in the form of a 4m high interactive bottle. The giant Heineken® Bottle to the World, which will be seen throughout Johannesburg over the next few weeks, will allow those who come into contact with it to quite literally open their world, as the brand’s strap-line predicts.
The bottle is a 360-degree touch screen in the shape of a Heineken® City Edition bottle, which consumers can interact with, and be transported to Rio, Shanghai or New York (three of the 6 Global cities featured on the limited-edition Cities bottles) by scrolling through 360 degree footage from each city.
On screen, they will be invited to play the Bottle to the World game: They’ll choose a city they want to explore, and have 30 seconds to find the Heineken® City Edition bottle (Rio, New York, or Shanghai) which corresponds with the city they’re exploring. If they find it they’ll get a coupon from promoters to redeem a free Heineken® at the nearest participating outlet.
Tjeerd Veldhuis, Marketing Manager, Heineken® South Africa explains that the first-of-its kind OOH installation is a physical manifestation of the campaign which encourages fans to “Open Your Bottle to Open Your City”.
“The new “Cities of the World” TVC reminds consumers that every great city offers an endless adventure reinforcing that men of the world should never stop exploring. The interactive bottle allows them to do just that – without having to leave their own urban back yard. Heineken® is literally bringing the world’s greatest cities to Johannesburg” says Veldhuis.
The bottle will be spotted in Braamfontein (15 November), Greenside (22 November) and Soweto (13 December).