Heineken, premium lager beer from the stable of Nigerian Breweries has unveiled a global campaign, tagged, ‘Cities of the World.’
The multimedia campaign includes a two- minute TVC, on-line activation and special edition Heineken bottles featuring print of one of six global cities: Lagos, New York, Shanghai, Amsterdam, London and Rio de Janeiro on the bottles.
The TVC, ‘The City’, is the seventh film in ‘The Legends’ series featuring Men of the World who are pushed to discover their limits and go beyond them. Created by Heineken, in partnership with Wieden + Kennedy Amsterdam, its main character embarks on an adventure by following a set of business cards lost by a beautiful woman, Eve, with each card uncovering surprising and hidden venues in his city. The TVC is a reminder that every great city offers an endless adventure within its sky-scraping towers and neon lit streets.
Heineken will also be running an in-bar promotion where consumers can buy 33cl special edition bottles to win prizes. Modalities for participating in the promo – which is billed to start on October 24, 2014, are simple. All consumers’ need do is to buy three of these special edition bottles in select bars in Lagos, Abuja, Port Harcourt, Enugu, Owerri and Warri; they will be presented with a coaster which they have to peel off to reveal their exciting city prizes.
The Senior Brand Manager, Heineken, Ngozi Nkwoji, said the the campaign is to inspire men to live new adventures by unlocking the secrets of their cities.
“Men of the World want to make the most out of their time in the city, because they know life only gives them one shot. So, they really live their city by seeking out new experiences and adventures and they have an underlying fear of missing out on the best ones.
“Heineken is always looking for innovative ways to interact with our Men of the World. Knowing that they fear missing out, Heineken is there to help by giving them the inspiration they need to become legends in their city. Our Men of the World know the usual hotspots in their cities, and they are seeking new experiences.”
Senior Brand Manager reiterated that the ‘Cities of the World’ campaign “aims to inspire and motivate men to get out of their comfort zones and embrace the unusual and embark on worldly adventures in their own cities.