Heineken Shutter Ads

Heineken Shutter Ads campaign redirected OOH budgets towards the shutters on beloved bars worldwide, turning the closed shutters into a new media space.

Heineken newest platform, “Shutter Ads”, turns shutters into a new advertising media to help bars cope through these times. The brand is changing its media buying behaviour and diverts part of its media budget from outdoor advertising to closed shutters, making bars independent media spaces for the first time.

Over 5,000 bars became a new independent media network for any Heineken-owned brand. 7.5 million euros went directly to bars, with more bars still joining in every week. Shutter Ads brought in 40% more media value than the traditional OOH, and 100% of bars in the initiative reopened.

Credits
Agency Network: Publicis
Campaign: Heineken Shutter Ads
Production Company: TresBien, Argentina
Advertiser Brand: Heineken, Amsterdam