Heineken to unveil hidden gems in "The World in Your City" campaign

PRESS RELEASE

HEINEKEN TO UNVEIL HIDDEN GEMS IN

"THE WORLD IN YOUR CITY" CAMPAIGN

Ho Chi Minh City, July 8 2015 – Heineken® today announces the launch of its pioneering ‘The World in your City’ campaign”. Featuring our very own Ho Chi Minh city amongst the most livable cities in the world, the global premium beer brand is inspiring people all over Vietnam to get out of their comfort zone take a closer look into the heart and soul of their own cities and find the worldly gems which we do not normally look for. Heineken® will reward its valued consumers with a journey of discovery experience with this campaign.

In a bold and unconventional challenge, Heineken® will release a series of viral videos named “The world in your city.” Consumers are then quizzed about their cities through surprising interactions with static random city objects, such as street lamps, statues, or post boxes. These objects will talk to them and ask them about the worldly gems within their vicinity. True insiders of a city are those who know not only the familiar venues but also the cool, hidden places that are on a par with other well-known destinations in the world, if we take the time to explore them. The challenge allows Heineken consumers to see their cities as one of the world’s most desirable metropolis, to be proud of and to celebrate with Heineken®.

To reward Heineken’s consumers that are brave enough to step out of their comfort zones to explore their own city’s precious little corners, the ‘Sounds of the World’ final event has been scheduled for August-September this year, promising to create the biggest buzz yet. During this explosive event, consumers will join artists and Heineken to celebrate their own cities through a feast of tantalizing images and mesmerising the sounds of the cities creatively incorporated into pieces of music. The innovative concept behind this event guarantees to bring Heineken consumers unforgettable moments.

To inspire consumers on their journey, Heineken is bringing out the new ‘Cities’ limited edition cans and bottles, featuring ten of the most popular cities in the world, including New York, London, Amsterdam, Tokyo, and others, among which Ho Chi Minh city proudly sits. By bringing the world’s cities to Vietnam on the cans and bottles, Heineken allows us to find a little piece of the world right here in our own city.

Heineken consumers can now enjoy the new limited edition packaging design and embark on their discovery journey of their cities online and offline for a chance to receive coveted VIP entrance to Heineken Cities Festival and an eye-opening journey to spectacular cities of the world. There will also be immediate activation prizes when consumers participate in quizzes and games to find the world in their city. Simply log on to Heineken website http://www.heineken.com/vn, and Heineken Facebook page https://www.facebook.com/HeinekenVN/ to become a member and invite friends to join the journey.

With the launch of the innovative ‘The World in your City’ campaign, Heineken® continues to show unwavering commitment to innovation in order to reward its consumers with unprecedented, world class experiences. The emotional reward that Heineken offers with this journey of exploration is priceless: the bond between the Men of the World and their surroundings upon discovering the wonders hidden below the surface.