Heineken brings pubs to life with smart DOOH

Heineken has launched Best Served Warm, a temperature-triggered digital out-of-home (DOOH) campaign across the UK, the Netherlands and Canada. The initiative uses interactive billboards to guide people toward nearby pubs during the coldest winter nights, turning frosted streets into inviting scenes of warmth and social connection.

Inspired by misted pub windows, each digital execution remains frosted until cold temperatures activate the display, revealing friends laughing, glasses clinking and the signature look of a perfectly poured Heineken. In the UK, screens are geo-linked to nearby partner pubs, delivering step-by-step messages such as You’re getting warmer to lead passersby toward a cosy local venue.

Interactive campaigns in multiple markets

In the Netherlands, the campaign features bold, location-specific headlines inviting people inside. In Canada, programmatic digital transit shelters display dynamic, weather-triggered messaging, reaching commuters at cold moments in Ottawa, Calgary and Toronto. Across all markets, the campaign combines static and motion DOOH with supporting social content and media partnerships.

Placed near bars and activated only during low temperatures, the campaign brings the energy and social life of pubs to the streets. Each execution creates a visual cue of warmth, encouraging footfall and highlighting Heineken’s association with convivial pub experiences.

The campaign has launched during one of the coldest periods of winter and will run for two weeks, with timing adjusted per market. Key cities include Glasgow, Manchester and London in the UK, Amsterdam, Rotterdam, Utrecht and Groningen in the Netherlands, and Ottawa, Calgary and Toronto in Canada.

Best Served Warm demonstrates how digital out-of-home can merge real-world conditions with storytelling to engage audiences, guide them toward local pubs, and reinforce Heineken’s message: even in the coldest winter, a warm welcome and a cold beer are never far away.

www.theheinekencompany.com

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