Heineken Shape Your City Campaign


The Challenge

Luminous Experiential was briefed to bring to life Heineken’s global campaign “Shape your City” in Hong Kong. Building on the brand tagline of “Open Your world” which aims to stimulate aspiring Men of the World to go beyond their borders to make progress in life and get the most out of the world, the “Shape Your City” initiative encourages people to contribute to the city as Heineken believes that a city is a canvas that everyone can paint with their own colors, and small acts pile up can lead to unexpected consequences that transform the whole city.

Luminous Experiential was requested to propose a powerful and meaningful event platform which allowed Heineken to stay on top, maintain its leadership as the leading beer brand among Hong Kong consumers.

The Solution

Local insights: In Hong Kong, we are challenged by the short attention span of the modern city-dweller, often rushing from one appointment to the next. Luminous Experiential proposed Heineken to “slow things down” but at the same time address the needs of the modern Hong Kong inhabitants.

Luminous Experiential’s solution was to transform the first-ever illuminated tram bar in Hong Kong – the icon of Hong Kong for over 100 years of history inside-out and it provides a whole new bar experience and environment to connect and foster inspiring dialogues between local citizens.

The Heineken 1st Tram Bar featuring the iconic Heineken red star at the tram front and the shocking green illuminated body with visuals of the new packaging will be running between Western market and Causeway Bay on every Thursday, Friday, and Saturday every week. There will be three approximately 45-minute rides per night. Registration was open to public. Onboard guests were offered up to 3 complimentary Heineken beers in the brand new THE CITY EDITION packaging and meet other like-minded “City-Shapers” on board.

To amplify the activation, Luminous Experiential worked closely with MSLGROUP through a social media campaign – engaging KOLs, bloggers and media from pre to post event to achieve maximum public buzz.

The Result

A talk of the town event in Hong Kong in 2016
The campaign has generated 149 pieces of coverage with an estimate PR value of $12,753,469.