2015 Winners & Shortlists

Results and Effectiveness

The Open Beirut activation effectively brought the Heineken global 'Cities of the World' campaign to Lebanon in an innovative manner that not only launched the limited edition bottles but also increased sales by 30% in participating bars and built brand equity through the use of an innovate interactive platform. In less than one weekend, 300 city stamps were issued to Heineken passport holders.

Creative Execution

We created ‘Open Beirut’, turned six bars into the six global cities and got Beirut ‘city-hopping’ with Heineken maps and passports. They received each city’s stamp when they ordered a Heineken at the respective bar. If they collected all six stamps, they entered the draw to win a trip for two to New York and Amsterdam. We spread the news online via social media posts and digital banners, on ground with outdoor signage at each pub and on table-tents and coasters indoors. Throughout the activation we had hostesses at each bar distributing a Heineken folder that contained the passport and map.

Insights, Strategy and the Idea

Heineken created six special edition bottles each glorifying a different city to launch the global 'Cities of the World' campaign, inspiring Men of the World to embark on worldly adventures in their own cities. We needed to launch these bottles in Beirut and inspire the Lebanese to do the same. As a very small market Beirut is used to seeing big brand activations abroad but not being part of them – we decided that as a global brand Heineken needed to elevate Beirut and make it a part of the global campaign. We created the weeklong ‘Open Beirut’ event that enabled the Lebanese to embark on their own global adventure from Beirut.