Most of the branded entertainment here in the market is just promoting the brand name, instead of producing content that intrigue people want to watch. In many cases, brand entertainment is just long ad.

Heineken believes crossing your borders brings excitement and adventure.

In China, we found that curiosity is rarely acted on due to the fear of judgment. We overcame this by reframing curiosity from fear into reward. Invitations were hidden in plain sight all over Shanghai, leading to one mysterious address. Those curious enough to follow were rewarded with an unforgettable ride.

What people didn’t know was Heineken scanned each riders face to place on life sized statues and 3 weeks later these were left all over the city for them to discover.

Heineken: Curiosity Pays

Campaign Video got more than 4 million video in only 2 days. 40 million impressions on social media, where the conversation actually happens and Heineken saw 24% positive impact on the brand closeness with the consumer, and most importantly, 27% sales increases versus the pervious summer.