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

What is Refresh Your Music?

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

0:00/1:34

Roses
x
Pop

0:00/1:34

Don't Let Me Down
x
Rock

0:00/1:34

Something Just Like This
x
R & B

0:00/1:34

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.

  • ⭐️

    Connect to Content

    Add layers or components to make infinite auto-playing slideshows.

    Localized Contents that attract & amplify

    Using localized assets to create CTA that drive consumers to our microsite where they can engage & participate, listen to our refreshed tracks, check out Heineken events and participate in the Invite to Vietnam campaign.

    26.5M

    1.6M

    Views across our assets

    PR value generated

  • ⭐️

    Connect to Content

    Add layers or components to make infinite auto-playing slideshows.

    Guide the consumers: From digital to on-ground brand experience.

    We utlized the microsite as a omni-channel platform to make announcements, host campaign activities, publish refresh tracks for live streamings as well as to direct our consumers to the outlet experiences.

    500K

    30K

    Site visits

    Average daily unique clicks

  • ⭐️

    Connect to Content

    Add layers or components to make infinite auto-playing slideshows.

    Celebrate the good times with Heineken: The outlet experiencce

    We activited the Heineken Music Events at 4 most popular bars & clubs in town, delivering the true Heineken Music experience. During the event, fans get to experience the Heineken Music with on-stage performance, off-stage, promotions & community activites which are a part of the brand experience.

    2000

    4

    young Gen-Z gathered

    Refresh Nights

  • ⭐️

    Connect to Content

    Add layers or components to make infinite auto-playing slideshows.

    Unending Experience: Music Experience in Vietnam

    We took the music experience to next level, calling music fans across the country for a chance to join the Refresh Your Music in Vietnam. By voting their favorite refresh tracks from the local artists, lucky fans will be brought along with the artists to enjoy the elevated music experience at the Heineken Refresh Music Festival in Vietnam.

    8

    4

    fan selected

    along with local artists

  • ⭐️

    Connect to Content

    Add layers or components to make infinite auto-playing slideshows.

    Localized Contents that attract & amplify

    Using localized assets to create CTA that drive consumers to our microsite where they can engage & participate, listen to our refreshed tracks, check out Heineken events and participate in the Invite to Vietnam campaign.

    26.5M

    1.6M

    Views across our assets

    PR value generated

  • ⭐️

    Connect to Content

    Add layers or components to make infinite auto-playing slideshows.

    Guide the consumers: From digital to on-ground brand experience.

    We utlized the microsite as a omni-channel platform to make announcements, host campaign activities, publish refresh tracks for live streamings as well as to direct our consumers to the outlet experiences.

    500K

    30K

    Site visits

    Average daily unique clicks

  • ⭐️

    Connect to Content

    Add layers or components to make infinite auto-playing slideshows.

    Celebrate the good times with Heineken: The outlet experiencce

    We activited the Heineken Music Events at 4 most popular bars & clubs in town, delivering the true Heineken Music experience. During the event, fans get to experience the Heineken Music with on-stage performance, off-stage, promotions & community activites which are a part of the brand experience.

    2000

    4

    young Gen-Z gathered

    Refresh Nights

  • ⭐️

    Connect to Content

    Add layers or components to make infinite auto-playing slideshows.

    Unending Experience: Music Experience in Vietnam

    We took the music experience to next level, calling music fans across the country for a chance to join the Refresh Your Music in Vietnam. By voting their favorite refresh tracks from the local artists, lucky fans will be brought along with the artists to enjoy the elevated music experience at the Heineken Refresh Music Festival in Vietnam.

    8

    4

    fan selected

    along with local artists

Let's work on to redefine

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Let's work on to redefine

Follow Us

Let's work on to redefine

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