The Bottle With a Mission / J. Walter Thompson Amsterdam
Amsterdam is the place to visit for millions of people each year. But the city offers so many landmarks that it’s easy to get lost in all the wonders. So how can Heineken Experience, the brand museum, keep up with the city’s world-famous attractions?
We turned Heineken bottles into navigation tools and placed them around Amsterdam to lure unsuspecting tourists to the Heineken Experience. The navigation bottles have a built-in compass mechanism. Once you grab the bottle, it vibrates, the cap lights up red, and swivels to point out the route to follow. The last stop was the Heineken Experience.
We documented the journeys of the unsuspecting tourists that were bold enough to pick up the bottle. We shared this documentation film online with Heineken fans via owned social media channels. We also invited selected influencer blogs globally to view the case film online and asked them what their thoughts were about the new bottle and the innovative technology.
Over 200 people went on an unknown journey through Amsterdam. They walked a total of 100 KM. The online film was seen over 200.000 times in just one week. The bottle with a mission got global attention in countries, such as The Netherlands, Germany, United Kingdom, France, Spain, Brazil, USA and even Thailand learned about our innovation story.