Experience · ROOTS
Heineken: Open Your World
Inviting consumers to see the everyday differently, through an art showcase that turned ordinary materials into the extraordinary.
The Challenge
Sensory marketing that moves people.
Heineken, the international premium brand known for its green bottle and red star, wanted to inspire consumers to embrace new possibilities and explore their surroundings, enlisting ROOTS PR for the “Imagine” campaign. The bar was high: sensory marketing drives real results, a Dunkin’ Donuts campaign in South Korea pairing a timed jingle with coffee aroma lifted nearby outlet visits by 16% and sales by 29% .
The Solution
The ordinary, made extraordinary.
The campaign gathered emerging artists across fashion, sculpture, photography and graphic design for an innovative showcase in central Kuala Lumpur. They responded to provocative questions, “Is it fashion when you can’t wear it?” and “Is it art if you can leave your beer on it?”, transforming ordinary materials into extraordinary work and encouraging fresh perspectives on digital and analog experience alike.
The Impact
A worldly point of view.
Attendees embraced the showcase’s creativity, reinforcing Heineken’s positioning as the beverage of choice among worldly, sophisticated consumers seeking novel experiences.
Open your world, by looking at the ordinary in an extraordinary way.
