The Heineken Experience,
reclaim the rain
48 Creatives.
24 Hours.
6 Tickets to Cannes.
Brief (brief)
change the perception of The Heineken Experience from a tourist trap to a local haunt
Idea
dutch are wet 60% of the time
*and no its not because we are turned on (it rains alot)
we used this simple truth- to craft our campaign
hijacking an iconic dutch rain app to reward locals with free beer
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
Outcome
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.