Heineken Turns Bottles Into Compasses to Lure Tourists to Amsterdam Visitor Attraction

In-built GPS System and Swivelling Cap Point the Way to the 'Heineken Experience'

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Heineken is trying to lure more visitors to its "Heineken Experience" tourist attraction in Amsterdam brewery with a stunt involving GPS-enabled bottles.

Agency JWT Amsterdam has fitted the bottles with a GPS system and is placing them randomly around the city for people to pick up. The bottles have a built-in compass mechanism, so once the holder starts walking, the bottle vibrates, the cap lights up red and swivels to point out the route to follow -- eventually leading them to the Heineken Experience, via various city locations.

The Heineken Experience, situated in a former brewery, brings together the industrial ethos and heritage of the Heineken brand. Last year it attracted 730,000 people. Manager Dirk Lubbers said in a statement: "Handing out flyers is not very Heineken, so we wanted to play on the brand's famous inventiveness, wit and pioneering spirit and create something that stands out for potential visitors."

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May 01, 2015
JWT Amsterdam
Executive Creative Director:
Bas Korsten
Creative Director:
Ferran Lopez
Senior Art Director:
Guney Soykan
Strategy Director:
Agustin Soriano
Creative Art Director:
Robert Nelk
Creative Copy:
Mark Peeters
Creative Technologist:
Emmanuel Flores
Digital Director:
Jesse Houweling
Executive Producer:
Wendy Losse
Manager Heineken Experience:
Dirk Lubbers
Development & Activation Heineken Experience:
Myriam Marouli
Global Consumer Brand PR Manager:
David Pugh
Project Manager Heineken Experience:
Celine Vleer
Hardware Production:
Antti Kupila
3D Modeling and Product Design:
Ernst Koning
3D Printing:
RP2, Printed in Space
Film Production:
Oxford House Amsterdam
Oxford House Amsterdam
Sound Design:
Cicero Productions, Magic Bullet
Media Buy and Decor:
Exterion Media
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