Campaign: Heineken Chauffeur Comes To Town

Campaign: Heineken Chauffeur Comes To Town

The Heineken Chauffeur, powered by a partnership with Uber, enables people to unlock their city by providing a free chauffeur service to surprise locations and experiences.

Cleo Posa
Posted by Cleo Posa

The Heineken Chauffeur is available for 10 weeks and is part of Heineken Lion Australia’s Open Your City campaign, which aims to encourage and enable people to unlock new experiences in their city.

There are a range of Heineken Chauffeur city experiences on offer, including:

  • Dinner and cocktails at trendy venues;
  • Tickets to sporting events & concerts;
  • Unique G-Star shopping experiences;
  • And a 24-hour adventure in another city including flights and accommodation for up to four people.

Curated by Heineken, the experiences have been provided by partner Time Out, as well as G-Star, Rolling Stone and various venue partners.

Consumers can order the Heineken Chauffeur by downloading the Uber app, signing up, entering the promo code ‘OPENYOURCITY’, and requesting a car using the Heineken view in the Uber app. Heineken Chauffeur black cars will be available to guide urbanites to discover new city adventures, from 6pm to 9pm on Thursday, Friday and Saturday nights in each city during the campaign.

Nada Steel, Heineken marketing manager said: “Our cities have so much to offer, that sometimes we are scared of missing out. This drives us to seek out new adventures and experiences. Our Heineken Chauffeur campaign delivers on this by giving our consumers different city experiences.”

James Cox, Uber Sydney said: “We are excited to be powering the Heineken Chauffeur to take people on free adventures to mystery experiences in each city. The partnership is a natural fit for Uber because we know that people who enjoy Heineken also want to be able to get a safe and reliable ride as they hit the city for a night out.”

One 15-second content piece that demonstrates the Heineken Chauffeur experience will run in paid digital media, including VICE and Time Out, as well as across social media platforms. The campaign will have a strong presence on Heineken’s social media channels and digital media, supported by Shazam messaging on TV and cinema ads.

The Heineken Chauffeur experience is part of the multi-million dollar, fully integrated ‘Open Your City’ campaign that launched in August with ads appearing across TV, cinema, outdoor and digital.

All ‘Open Your City’ creative directs consumers to the campaign hub at OpenYourCity.com.au. This features a range of online tools that enable Heineken consumers to discover their city, including:

  • A gateway to the Heineken Chauffeur promotion including the promo code and a link to Uber
  • Where Next – a list of the ‘top five’ events and destinations in each city, updated daily (Thursday to Sunday) and powered by Time Out
  • A Heat Map featuring trending venues, powered by Instagram, Twitter and 4Square

In addition, Heineken is releasing a series of special edition ‘Cities of the World’ bottles, each featuring one of six trend-setting and influential global cities – New York, Shanghai, Berlin, Amsterdam, London and Rio de Janeiro. The special edition bottles will be available globally with more than 18 million to be sold in Australia.

Agency credits:

Creative: Heineken Lion Australia

Experiential, content & BTL: Momentum Worldwide

Digital and Social Media: Holler

Media and partnership initiation: ZenithOptimedia