Heineken wanted to connect with male beer drinkers in Vienna by "Creating a positive impact on urban men‘s environment". Research showed that bicycles are important within our audience in terms of self expression. That‘s why we united 23 craftsmen from all of Vienna’s 23 districts to create the first bicycle that condenses the city's heritage and identity into one design masterpiece made from 23 individual parts – a counterproposal to the actual citybike. The campaign served as a platform for Vienna’s underrepresented craftspeople who received attention through 3 video episodes and 23 featurettes. National TV stations and newspapers picked up on the story making Heineken‘s effort public to a wider audience. Through this approach we were able to reach consumers beyond Heineken‘s traditional spectrum and even convinced a group of diehard Viennese that Heineken is closer to them than they might have expected: hard working craftspeople.

Vienna looks back at a great tradition of craftsmanship that has been neglected in the recent past through globalization and digitalization. Heineken "Ridentity" aimed to engage 23 craftspeople from Vienna‘s 23 districts in a project to create Vienna‘s first true citybike. Wood- and metalworkers leather manufacturers, glasssmiths, tailors, a tattoo artist and many more created 23 individual parts and cooperated in the final assembly that was coordinated by Daniel Reinhartz, a well-known bicycle designer.

To create awareness in a predominantly digital audience we connected the story to a real bicycle enthusiast, Oliver Thoman and created a content driven campaign consisting of 3 video episodes and 23 featurettes. Shortly after the bicycles’s reveal at the „Wiener Fahrradschau“, Austria‘s biggest bicycle fair, national TV stations, newspapers and blogs picked up on the story of the first truly Viennese citybike, making Heineken‘s effort public to an even wider audience.

The campaign was very successful for Austrian standards. The combination of paid, owned and earned media has brought Heineken Austria the highest reach and engagement rates since they have become social.

• 13 million social media impressions

• Over 1 million views online

• 4,5 million earned media reach in Austria

• +800% instagram followers

• The bike was exhibited at the museum of applied art in Vienna for 1 month