The Brief

The objective for this event was to reach an attendance of 6,000 guests. The target audience were cosmopolitan males aged 25-32 independent minded trendsetters whose image and status are very important to them. Status in life is defined not only by professional and material measurements, but also through experiential dimensions. The key insight is that they are bored of normal predictable concerts and want to be part of something new. We needed to create a totally new platform for concerts if were to grab their attention. This fitted perfectly with Heinekens brand values of International Premium and Innovative.

Creative Execution

As Heineken is the brand that always create a new experience to the consumers. The new concert platform which built from the integration of a cinematic experience into a concert that no one had done before will draw attraction from new consumers.

Describe the creative solution to the brief/objective.

Creative Solution : Every beer brand in Thailand holds concerts to engage and entertain their consumers. So how can we hold a concert that engages them like never before? How can we make them part of the experiences without spending huge amounts of money on expensive bands? Solution: Heineken created a new concert platform which no one had done before - the integration of a cinematic experience into a concert. Weeks before the event, we handed out the DM consisting of a synopsis of the story. The short films that told the same story through different points of view between a Boxer and a Mafia. The story contains a twist that leads to events that take place at the concert.

Results

Results : Web views reached 160,783 views, causing the Heineken concert participants to exceed expectations.