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GUERRILLA MARKETING

Late-night working in NYC targeted by Heineken in its latest stunt

By our News Team | 2022

Beer brand finds a new way to push its marketing theme that workers should ‘log off’ and take a beer break with friends.

Global beer brand Heineken is continuing to cleverly push its recent ad theme encouraging stressed-out and time-starved workers to ‘log off’ from their jobs and take a break.

Last month, the company unveiled a campaign that humorously seeks to address the problem of work-life balance.

Guerrilla Marketing

Photo courtesy of Heineken

The new international campaign is called ‘The Closer’ and, along with creative communications partner Publicis Worldwide, Heineken has suggesting that stressed-out employees use a near-magical bottle opener that will immediately shut down all work apps and work-related devices whenever it is used to open a bottle of beer (Heineken, of course…).

Business skyline of Manhattan is targeted

Heineken’s next phase of the strategy has now targeted the high-rise, never-sleep, never-stop-working culture of the Manhattan business district in New York City. Together with its agencies Publicis and Le Pub, the brand projected messages onto office buildings in the city, beside windows lit by people working late into the night.

The guerrilla marketing stunt, which has captured widespread social media attention and garnered many news headlines, projected messages onto the buildings such as “Overworking? The Closer can help”, “Still working? Time for The Closer”.

Heineken’s The Closer campaign aims to deal with a culture that has turned hyper-working into a virtue and to restore work-life balance for employees around the world.

Bram Westenbrink, global brand head at Heineken, noted: “As a brand that is built around the celebration of real moments of human connection, we strongly believe that life is about making time for friends over a beer, and not for late nights in the office alone.”

You can watch a video of the stunt here.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.