BEST SERVED WARM

The Challenge: This winter, a polar vortex gripped Europe and North America. When temperatures plummeted, so did pub visits. Despite the coldest winter in decades, how could we get people back to the pub? The Insight: Even when it's subzero outside, there's nothing that warms you like a cold pint with friends. The Idea: A location-based weather-activated DOOH campaign which increased pub footfall at the slowest time of year. We reimagined photos of frosty pub windows as Heineken pints in major cities, including Amsterdam, Toronto and London, where we turned the city into a real-time game of Hot or Cold: informing people how ‘warm’ they were to the nearest pub. Billboards were sequenced to guide people right to the pub as they got ‘warmer’ and only activated during low temperatures and snow: when people needed social warmth most. Heineken’ Best Served Warm How geo-linked boards turned pub windows into real-time pub invitations bedrinkaware.couk ‘ey nh Repo SOO% BILLBOARDS IN THE UK, {BIOMRIDIS You're getting warm » You're getting warmer You're getting even warmer The warmest welcome 0.325 METRES TO FALTERING FULLBACK © 250 METRES TO FALTERING FULLBACK €110 METRES TO FALTERING FULLBACK 15 METRES TO FALTERING FULLBACK {Famous PCLZIy “HEINEKEN TURNS WINTER CHILL INTO FOOTFALL WITH SMART DOOH” ABTA campaign “HEINEKEN TELLS PEOPLE TO STAY WARM BY “GOING OUT” mi forum MCREAPILLS