The Heineken Experience,
reclaim the rain
48 Creatives.
24 Hours.
6 Tickets to Cannes.
Brief (brief)
The Heineken Experience is a globally renowned attraction.
Popular among international tourists in Amsterdam.
However, it struggles to attract Dutch visitors and Amsterdam locals.
Locals perceive it as a tourist trap with little local relevance.
The goal of the campaign is to change the perception of the Heineken Experience.
Tourist Trap Local Haunt
Idea
Problem: The Heineken Experience is seen by locals as a tourist trap.
Insight: The frequent dutch rain is a thankless part of local life.
Opportunity : Reclaim the Heineken Building and Reclaim the Rain.
Solution: Turn rain into opportunities for free beer and community engagement.
Rain Points: Launch a simple app that awards locals with "rain points" whenever the rain intensity in their location hits 95% (the percent of water in beer).
Rain Redemption Nights: Host monthly/quarterly events in one of the many
Heineken Experience event spaces.
Locals can redeem their rain points for beer.
Each event features local artists to create an atmosphere that celebrates local.
Reclaiming the Heineken Building: 30% of the Heineken Experience building is not part of
the tourist attraction tour.
The goal is to get locals in the building- once inside, the beautiful space will sell itself.
Execution
For Locals: Reconnects locals with the Heineken Experience (& iconic building).
For Heineken: Enhances brand loyalty and cultural significance within the local community.
For the Community: Strengthens community bonds and supports local artists.