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.

Openyourcity.com.au was amplified via digital video, mobile, Facebook, Shazaam tags in cinema and TV ads, OOH, packaging, in-venue media such, plus partnerships with influencer brands such as Vice, TimeOut, G-Star and RollingStone.

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%.

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

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