The bottom line

Citymapper delivered benchmark-busting results for Heineken, reaching 2 million potential Old Mout drinkers shifting brand metrics and showing outstanding engagement — over 3x the typical result. Heineken took full advantage of Citymapper’s unique ad stack — first-to-market Local Ads and branded map icons, alongside more traditional display ads — to create the “Moutopia” fun and immersive experience.

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The Citymapper team built three distinct experiences for Heineken’s target audience, two of which leveraged ad formats custom-built for this campaign. With the new Local Ad format, Citymapper delivered cheeky prompts to try Old Mout whenever walking directions took users nearby a pub that served it on tap — only on evenings and weekends, of course. 

Pun-heavy copy (“you’re en fruit to a pub that serves Old Mout”) reinforced the sense of fun in both the Heineken and Citymapper brands. The team developed this type of en-route advertising from scratch for Heineken, and saw an impressive 0.79% CTR — exceeding the nearest applicable benchmark by 10×. 

We wanted to make it easy for people to discover and enjoy Old Mout. Partnering with Citymapper allowed us to stand out from traditional ads and seamlessly integrate our brand into our audiences’ everyday journeys, driving strong engagement and delivering exceptional results across key brand metrics.

Dan Griffiths - Programmatic Media Manager, The HEINEKEN Company

Another first-to-market format was a branded map icon: Citymapper users could now change their location dot icon to the Old Mout kiwi. A beloved (and often on-the-move) brand ambassador, the kiwi made a natural addition to Citymapper’s library of icons & was promoted by Native Ads, leading to thousands of users selecting kiwi as their day to day co-pilot.

More conventional display ads were the final element of Moutopia, promoting the brand & its product in the key commute moments.

All told, these three types of ads created a remarkably immersive experience for Heineken’s target audience. The result was remarkable improvements in all core metrics tracked in our partnership with On Device Research: top of mind brand awareness (+9pp, 2x benchmark), prompted brand awareness (+22pp, 5x benchmark), ad recall (+8pp, 2x benchmark) & consideration (+10pp, 2.5x benchmark) — and, we think, abiding affection for the Old Mout kiwi. 

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