Heineken turns winter chill into footfall with smart DOOH

Heineken® has launched a temperature-triggered digital out-of-home campaign that guides people through the cold and straight into nearby pubs.

Rolling out across the UK, the Netherlands and Canada, “You’re Getting Warm” activates only when winter temperatures hit their lowest.

Inspired by misted pub windows, each execution shows a frosted screen that gradually reveals the glow of a busy Heineken pub inside, friends laughing, glasses clinking and a perfectly poured beer emerging through condensation.

In the UK, the work goes further. Each screen is geo-linked to a partner pub, serving real-time messages such as “You’re getting warmer” alongside the distance in metres. Multiple placements create a trail, with prompts becoming more encouraging as passersby approach their destination. The final screen sits just outside the pub door, offering a last nudge inside.

In the Netherlands, bold single headlines deliver a simple invitation, while in Canada the brand uses programmatic transit shelters to reach commuters with dynamic weather-triggered messages.

Live in cities including London, Manchester, Amsterdam and Toronto, the two-week campaign turns proximity into participation, using smart media to transform cold streets into gateways to social warmth.

Francesco Grandi, chief creative officer at LePub UK: “When temperatures drop, so do our social lives. So we turned temperature-triggered OOH spaces into a real-time game of Hot or Cold, guiding people to the nearest pub. Turns out the best way to stay warm is a cold Heineken with friends.”

👀 PSSST… Have you got your ticket to the most exciting brand event of the year?

COOH Food & Drink