AuthentiCity
Nothing artificial.
Problem: Technology consumption is on the rise and going out for a drink and socialising is on the decline. Heineken had started to see a shift in consumer attitude and buying behaviours. How do we stop the decline?
Solution: We remind people of the benefits of socialising and reinforce our product credentials
Execution: A play on the virtual world v’s the real world called AuthentiCity
Results: Arrested decline and grew sales 2 points. Increase in on-premise foot traffic