OpenYourCity.com.au was a mobile-based social compass comprising of 3 key components.

1. Heat Map: Real-time visualisation of trending locations built using social media integrations.

2. ‘Where Next’: Created in partnership with TimeOut to provide consumers with local legendary experiences.

3. Heineken Chauffeur: A new, branded service that transported consumers to secret venues & experiences within their city, enabling our consumers to live like a man of the world.

Facebook post/eDM/Display drove to the website. From the website we encouraged people to download the Uber app in order to book the Heineken Chauffeur.

During the campaign we delivered over 5,000 in-depth consumer engagements and achieved over 200,000 digital interactions through digital media, Facebook, Twitter and Instagram.

Sales grew over 10% in a declining beer market.

Heineken’s brand health scores improved significantly:

- Makes me feel better about the brand +35%

- For people like me: +38%

- Makes me more likely to purchase the brand in the future: +46%

- Proud to be seen drinking: +56%

Media Impressions: 149% over-delivery with 14.2M impressions (eCPM: $13.70), reaching 5.8M uniques at a frequency of 2.34.

Total Video Views: 3.2M, 19% over planned.

Site Visits: 52,432 site visits, surpassing our KPI of 48,946

Social Impressions: 47% over-delivery with 13.8M impressions (eCPM: $7.65).

Facebook: Facebook activity reached 10.1M uniques. A total of 8,210 likes/comments/shares were achieved surpassing our KPI by 1,840.

Plus Incremental Revenue for our Partner Venues due to the increased foot traffic: $200k +