Heineken Afterwork

THE WHAT: On-trade
THE WHEN: 2014 - onwards
THE WHERE: The Netherlands
THE HOW: Brand activation, trade, PR, consumers, events, development, entertainment, brand experience, community

Facts & Figures

  • Continuously sold-out events
  • A community of 14.000 'afterworkers'
  • An incredibly popular concept
On-trade event Heineken Afterwork

THE MILLION DOLLAR QUESTION

How would we promote the infamous Heineken brand to consumers with an on-trade event that appeals to business owners?

THE GAME PLAN
With a Spanish best practice in mind, we've developed a concept suiting the suited of Amsterdam. Heineken Afterwork put after work drinks back on the calendars of local offices. Entrepreneurs, colleagues and business relations gathered to meet while drinking an ice-cold Heineken. Firing-up some of the slowest hours for restaurant owners. The first round? On the house. After successful editions in Amsterdam, Heineken Afterwork spread across the country making everybody wonder: 'Is it 5 o'clock yet?

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