A series of world-class brand experiences, Heineken Open Play entertained our audience with an 8-week celebration of tennis, music and entertainment events.

We needed one to lead the charge, enter the Heineken Open Rooftop Apartment. A world first, pop up, state-of-the-art apartment overlooking centre court, giving two lucky mates the best seats in the house. With unparalleled, all day-every day, 360 degree birds-eye views of the tennis action, it was the ultimate in social currency.

The outcome – widespread love for and engagement with Heineken, positive WOM, database acquisition, event attendance, earned media, website traffic, social engagement and influencer endorsement.

You’d had to have had your head in the sand to miss it - with earned PR over $1 million and 435,350 eyeballs reached across influencers’ social platforms.

18,862 people entered the apartment draw and Heineken database subscriptions skyrocketed by 14,000 (+107%).

On-premise sales increased 0.7% in Dec 2013 vs. 2012 and key supermarket, Countdown, saw growth of 36.6% YOY.

Our audience told us how they felt by way of improved brand tracking:

•Brand worth paying more for +25pts

•Brand I like to be seen with +16pts

•Original and unique +8pts

•One of the world’s best +3pts