How we revolutionalized music campaign landscape with Heineken's - Refresh Your Music
Scope of work:
IMC Strategy Digital Experience Experiential
Date:
2022
Project:
IMC Campaign
Client
Heineken
The Brief:
To create a "fresh" campaign, a truly refreshing Heineken music experience that will bring different genre fans together by putting consumers at its heart.
BBM Creative:
We want to create an experience that transcends genre barriers and gives a music experience that will bring the fans together.
The Heineken Music Experience
To break through the genre barriers, we need to destroy the barriers themselves, blur the lines between the barriers and allow the fans to switch between the genres without inconvenience. We created a collaboration between the Chainsmokers & 5 top local artists, aiming to create and deliver a new music experience. We recreated the most popular songs of Chainsmokers, Something Just Like This, Paris, Don't Let Me Down and Roses into different genres with top local artists from each genre, R & B, Hip Hop, Rock & Pop.
Take a look at our refreshed music below.
Paris
x
Hip Hop
Roses
x
Pop
Don't Let Me Down
x
Rock
Something Just Like This
x
R & B
Consumer Experience
We believe in excellence consumers experience, which is seamless and intuitive and integrated. ATL to BTL, we carefully chose touch points to communicate and guide the consumers through a seamless journey. Check out our Ultizing a mirosite to connect the digital & on ground experience so that consumers are on board with our ongoing activities. We utilized Social media & Microsite to mass communicate with the audience and guide them to the physical location to enjoy a true Heineken experiences.
