Heineken’s latest Outdoor campaign is reshaping the way we think about beer with bottle-shaped scrolling Citylights panels showing that the new Heineken 3 beer allows you to “Have a great tasting beer that finally has it all”.
Created in partnership with JCDecaux and Zenith, the execution is part of the biggest product launch campaign the Dutch beer giant has run since it arrived in the country.
Using the storytelling power of traditional Out-of-Home, with a shapely twist, the campaign features 20 scrolling JCDecaux Citylights panels – but not as you’ve seen them before.
In a JCDecaux first, the panels themselves have been moulded into the shape of a giant Heineken 3 bottle, set on a background of three scrolling panels that tell the story of Heineken’s new “Lower calorie. Lower carb. Great tasting” beer. The shape-shifting campaign shows that with Heineken you can “Have it all”.
“Nothing beats the power of Out-of-home to generate awareness and nothing tells a story better than JCDecaux Citylights scrolling panels,” said Alan Klein, head of creative solutions, JCDecaux.
“By reshaping our panels we’re harnessing the broadcast power of Citylights, while also creating a ‘touch and feel’ moment through this eye-catching executon.”
Alessandro Manunta, marketing manager, Heineken added, “In launching Heineken 3, it’s key for us to adopt disruptive solutions to be able to talk to our consumers about this new product. Using the bottle-shaped Citilights panels is a clever way to share this exciting proposition in the market.”
The unique scrolling panels are live in high-pedestrian CBD locations in Sydney, Melbourne and Brisbane from 6 – 19 September.
Media Agency: Zenith