This entry is an innovative experience led platform devised to drive the single minded promotional message of ‘Open Your City’ (OYC) through a constant stream of London experiences and adventures; relevant to our target Man of the World’ (MOTW [24-35 year old tribal males]) and their key passion points, including:

• Taxi rides taking you across the city to discover new bars and areas.

• Once-in-a-lifetime events held at iconic City locations

• Outdoor cinema, design expo sponsorships and intimate gigs

• An online social portal where Londoners could win Star Treatment experiences by sharing their in-the-know knowledge using @wherenext

All supported and amplified through responsive and localised ATL whilst feeding and utilising existing digital and social assets;

OYC was designed to inspire our MOTW and create the opportunities and nudges they need to leave the safety of their local area to become a man in the know in the world’s most exciting city, London.

Brand equity scores increase vs key competitors for the first time;

• 43% of consumers said that Heineken was innovative vs 29/34% for competitors

• 42% of consumers said Heineken is a brand to be seen with vs 35/40% for competitors

• 39% of consumers said Heineken was the brand for them, that shares its interests vs 35/26% for competitors

(Source:One Equity Nov 2014)

Rising equity scores delivered disproportionate sales growth. (all stats YOY 2013 vs 2014)

o Total Heineken UK volume + 14% vs 4% growth for world lager volume

o On trade distribution grew 12% with on trade distribution in London rising disproportionately higher at +23%

o Offtrade UK volume +20% World lager category grew 15%)

o Rate of Sale OS +18% YOY

(source: Neilsen).

Heineken penetration grew 13.6%, Peroni penetration declined 4.1% (Heineken brought more new drinkers to the brand vs Peroni’s loss)

(Kantar Worldpannel 29.03.2015)

53k twitter engagements & Facebook average monthly reach of 1,496,392 (Source: Media agency report)