CHALLENGE:
The Heineken Experience is a globally renowned attraction, highly popular among international tourists for its engaging and meaningful experiences. However, it struggles to attract or be relevant to Dutch visitors and Amsterdam locals, who perceive it as a tourist trap with little local relevance.
Change the perception of the Heineken Experience from being only a tourist trap to being a relevant space or organization for locals.
INSIGHT:
Heineken is the most consumed beer in Amsterdam and is on tap at most pubs. Locals don’t visit the Heineken Experience, but they all have great Heineken experiences.
Strategy:
And there are a few photographers in Amsterdam who capture all these experiences in our local pubs: The polaroid photographers.
Concept:
The Click it Ticket - Enrich your Heineken experience
We hire them as our professional photographers to capture everyone's Heineken experiences for free. Their polaroid will function as a free ticket to visit the Heineken Experience and can be placed on a 'Wall of Experience' to enhance local pride.
