New Zealand first Heineken Live app via Saatchi & Saatchi gives Kiwis the keys to unlock their city

Heineken, via Saatchi & Saatchi New Zealand, has launched Heineken LIVE, the first app of its kind in New Zealand to surprise users with exclusive offers, rewards and experiences sent straight to their smartphones.

Using the latest in two cutting-edge technologies, iBeacons (Bluetooth) with smartphone GPS, Heineken is able to give on-the-spot recognition to app users who have been out-and-about in their city, rewarding them with surprise experiences such as flights around the country, helicopter transport to an event or special access to VIP areas in venues. The more users get out and explore their city, the more they interact with iBeacons recognised by the app, and the more offers, rewards and experiences they may unlock.

According to Taylor Green, Heineken New Zealand Marketing Manager, Heineken LIVE is a platform that celebrates what makes cities around the country unique while bringing a taste of the world to New Zealand – in a way that’s never been done before.

“Heineken prides itself on being at the forefront of new trends and technology, so we are very excited to launch Heineken Live – the first app of its kind in New Zealand. Our cities are melting pots of culture, showcasing world-class food and drink, technology and exciting events. Heineken LIVE uses innovative technology to encourage Kiwis to discover the best parts of their cities as well as see old favourites in a whole new light.

“Given how connected we are to our smartphones, Heineken LIVE is a fantastic example of using technology to enhance people’s social experiences in a completely seamless and intuitive way,” Green said.

Using information captured by GPS and iBeacons, installed in more than 120 outlets across the country, users accrue two different types of points, Heineken Status Points and Venue Points, each time they go out to a Heineken venue. Points are based on the number of times users are out and within range of an iBeacon.

Through the app, Heineken LIVE users are able to receive a multitude of big ticket surprise experiences, rewards or opportunities such as VIP event tickets, money-can’t-buy-access to events and food and beverage vouchers. Over $500,000 worth of rewards will be on offer for the first six months.  

Heineken will be the first in its category to use and implement iBeacon technology to this scale and in such a unique way. It is a case of Kiwi ingenuity with the idea sparked by creative agency Saatchi & Saatchi New Zealand and brought to fruition in close collaboration with several partners; Rush Digital (app development), Union Digital (app rollout and management), Darkhorse (project management, PR and activations) and Spark PHD (media).

Says Terry Williams-Willcock, Digital Creative Director at Saatchi & Saatchi: “We have pushed ourselves to deliver an invisible technology experience for the user using a combination of cutting edge technologies. At the heart is a national network of iBeacons, all configured through a flexible, loyalty focused, software solution. Analytics is baked into every interaction to ensure we can understand its effectiveness, with the ability to adapt the solution to the natural behaviours we see out on the street.”

Adds Danushka Abeysuriya, CEO of Rush Digital: “We are delighted to be a part of such a unique ​and comprehensive ​technology platform.  ​Heineken has a passion for innovation and pushing technological boundaries which has made the development of this platform an exciting undertaking.”​  

Adds Green “There’s huge potential and demand for Heineken LIVE to be used in cities around the globe but I’m proud that we developed it locally and will launch it in New Zealand first.”

Heineken LIVE is now available to download free from the app store, for use on iPhone and Android phones.

Creative Agency: Saatchi & Saatchi New Zealand

Digital Agency: Union

Client:  Heineken

Taylor Green – Heineken New Zealand Marketing Manager