Results and Effectiveness

Results : Due to the build up, Heineken concert participants exceeded expectations and web views reached 160,783 views. This created buzz and high expectation for the next Heineken activity.

Creative Execution

The Idea : 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 released 2 viral 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. Mid way through the concert, a man runs up on stage, suddenly, the lights go off and a shooting occurs shocking the thousands of concert goers. We quickly told them that it was part of the show, and they were a part of the shooting of the final film. The footages were immediately edited in a van and the final third film was released on Facebook.

Insights, Strategy and the Idea

The Objective The business 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 experiental 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. How can we hold a concert that engages them like never before? How can we make them part of the experience without spending huge amounts of money on expensive bands?