News & Views

Heineken Ignites London

by Contagious Team

Beer brand takes over iconic London building with exclusive Jungle gig  

London landmark Battersea Power Station glowed green last week as it played host to Heineken’s Ignite London event, part of the brand’s global Cities of the World Campaign.

Headlining the evening’s entertainment was musical duo Jungle who treated the crowd to tracks from their critically acclaimed eponymously titled debut album.

A mesmerising projection mapping show played alongside the music, created by London based projection mapping experts Projection Artworks. And thanks to the good old Heineken Ignite bottle, a previous Heineken, Tribal DDB and Contagious innovation, an abundance of beer bottles flashed in sync to the soulful rhythms.

Heineken fans applied for tickets online and a lucky 1000 were selected to attend the event. 

We spoke to Heineken’s ex global director of digital Paul Smailes about the strategy behind the Cities of the World campaign in an interview about the brand's @wherenext? social discovery service. 

‘We’re trying to express our brand point of view, which is that in order to progress, men of the world should go beyond their borders or play outside of their comfort zones. And we want to do it in the context of cities' said Smailes.

'The reason why cities are important to us is that they represent a very large percentage of our current volume. But, by 2050 70% of the world’s population will be living in cities. So this urbanisation trend will only continue, especially in the developed markets. And so for brands to win, it’s critical that they win in cities. The specific challenge for the Heineken brand is how do you create relevancy and how do you connect with consumers around the world with such a big global brand?’