GPS-Bottles Lead the Curious to the Heineken Promised Land
Heineken teams up with JWT Amsterdam to attract more visitors to their brewery
Heineken’s Bottle With a Mission campaign lures unsuspecting Amsterdam residents and tourists to their brewery in a certainly novel manner.
This campaign, created by JWT Amsterdam, involved the creation of custom-made Heineken bottles which had integrated in them a GPS system designed to lead people who picked them up back to the Heineken Experience brewery. The bottles, placed randomly throughout the city, would activate and vibrate once picked up thanks to an accelerometer. The cap would then light up and start swiveling to point the way to the promised land, like a beer version of the Star of Bethlehem.
Dirk Lubbers, Manager of the Heineken Experience, describes the reasoning behind the campaign best: “Handing out flyers is not very Heineken, so we wanted to play on the brand’s famous inventiveness, wit, and pioneering spirit and create something that stands out for potential visitors… Our key differentiator is that we invite each visitor on a cultural and historical journey, enabling them to interact with the brand. This initiative is a great representation of our approach: innovative, dynamic, surprising, and always leave you with unforgettable memories.”
Whatever we write, words don’t do this campaign justice, so check out the video of the GPS bottles in action:
As we’ve made apparent, campaigns like this one are the saving grace of the advertising industry. We can only hope this cleverness rubs off on other agencies and brands.