ABOUT

When the Covid crisis hit bars were forced to go into lockdown, closing their shutters permanently. The off-trade is an essential partner of the Heineken company so it was important to make sure bars would survive. Heineken shifted the way they program their media buying, redirecting the existing media from traditional OOH - to the shutters of closed bars and paid the bar owners directly instead of media companies. More than 5000 bars around the world benefited from 7.5 million euros directly paid to them, and even more bars are joining in every week. What started as a helpful initiative turned into a new, sustainable independent media network. Shutter Ads brought in 40% more media value than the traditional OOH and 100% of bars in the initiative reopened.