Luminous Experiential MSLGROUP, Hong Kong, China

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Name of Organization / Company: Luminous Experiential MSLGROUP, Hong Kong, China

Category: Award for Innovation in Consumer Events - Advertising, Marketing, and Public Relations

Entry Title: HEINEKEN "Shape Your City" Campaign


Due to the low barriers to entry, the robust beer industry in Hong Kong has created a highly competitive landscape. To maintain Heineken’s leading position in the market, it recognized the need to strengthen the connection with their target audience, the “men of the world”.

The brief was to strengthen its brand awareness, engage customers and convert existing beer-drinkers to Heineken fans by bringing to life its global campaign “Shape Your City” in Hong Kong with the launch of the new packaging of “City Edition”. However, along with the rapid development of the city and the increasing population and pressure of life, the city-dwellers in Hong Kong are losing their passion to the city and see it just a place for work and living. It was crucial to come up with a smart idea to build the local connections and ignite local consumers’ passion.


Our key target audience is a group of smart, discerning professional men between the age of 25 and 34 who are the city-dwellers, growing up with Hong Kong. Although they are under the life pressures and feel dizzy with the rapid development of the city, they still love the city and especially miss the old days. In view of that, we decided to leverage with the traditional iconic elements of Hong Kong to ignite local people’s passion for the city and position Heineken as a friend celebrating the love and pride of the city together with consumers.

We established a presence with strong visibility on our audience’s journey to work and around town. We transformed a tram – the iconic transportation of Hong Kong for over 100 years – into the first illuminated tram bar in the city, fusing ram-riding with club-bar experience to build a powerful event plat form to connect and engage with consumers, and inspire them to shape the city.

The activation was further amplified through a range of offline and online touchpoints incl. OOH, digital advertisement, traditional and social media influencers throughout the campaign period.


Over the period of seven months, a decommissioned tram was physically transformed into an illuminated tram bar of which the exterior was dressed in the brand’s well-known green and red, with visuals of Heineken’s new packaging, and the front of the tram featured the brand’s iconic red star. The interior was made into a make-shift bar where people onboard can enjoy complimentary Heineken beers of the ‘City Edition’.

We kick-started the campaign by hosting an event for traditional media and social influencers to generate awareness and encourage the wider audience to join us in the subsequent parties. After the launch event, Heineken fans and friends were invited to join in the parties on the moving tram by registering through Facebook, the campaign website, or by scanning the QR codes that were marked on the new ‘City Edition’ Heineken beer cans and bottles.

The mobile bar took the route along the northern coast line of Hong Kong Island, between Western Market and Causeway Bay, three 45-minute rides on every Thursday, Friday, and Saturday evening, from July 28 to August 20.


Heineken’s less-than-one-month ‘Shape Your City’ campaign proved to be very popular in Hong Kong:

• Total sales volume during the ‘Shape Your City’ campaign period in 2016 exceeded 17.3% over that of the Heineken’s brand campaign in 2015
• Digital display advertisements delivered over 7.9 million impressions, 3.4 million video views and drove over 74,000 clicks
• Facebook activation delivered over 3.5 million impressions, 52,000 video views and over 16,800 audience engagement (likes, comments, and shares)
• Facebook paid engagement performed twice over that of Heineken’s 2015 brand campaign
• Garnered over 160 print and online articles, 117 social posts, achieving a PR value of over HK$17 million

Credits: Luminous Experiential MSLGROUP