SHOOT THE MUSIC

TitleSHOOT THE MUSIC
ClientTHAI ASIA PACIFIC BREWERY CO
Product / ServiceBEER
CategoryA01. Event & Field Marketing
EntrantJWT BANGKOK, THAILAND
Entrant Company:JWT BANGKOK, THAILAND
Sales Promotion/Advertising Agency:JWT BANGKOK, THAILAND

The Brief

The target audience was drawn from new customers, who have not had much exposure to communication from Heineken, due to strict alcohol regulations. The strategy was to create a new platform for concerts, something that would attract the attention of the target, who were bored of normal predictable concerts. Heineken created a new concert platform which no one had done before - the integration of a cinematic experience into a concert.

Describe how the promotion developed from concept to implementation

Weeks before the event, we released 2 viral short films that told the same story through different points of view between Boxer and Mafia. The story contains a twist leading to events taking 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 final film. The footagesimmediately edited in a van and the final film was released on Facebook.

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

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 though 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.

Credits

Name Company Position
Satit Jantawiwat JWT Bangkok Executive Creative Director
Bhakpong Skonvitayanon JWT Bangkok Creative Director
Aekalak Kitdusitpong JWT Bangkok Senior Art Director
Jirayu Ardsamang JWT Bangkok Copywriter
Drakon Sirakovit JWT Bangkok Senior Communication Planner
Rafiq Ridzwan JWT Bangkok Communication Planner
Ronnakorn Srisawas JWT Bangkok Senior Activation Producer
Siranee Klinhom JWT Bangkok Brand Team Leader
Suthida Prasertbodin JWT Bangkok Account Executive
Wuthisak Anarnkapron The Film Factory Director
Chankit Chamnivikaipong The Film Factory Director of Photography
Rewat Vorarat The Film Factory Executive Producer
Phungphaka Rutmanon The Film Factory Producer
Pawas Sawatchaiyamet The Film Factory Production Design
Patcharee Tanprasitwat The Film Factory Editor
Monotone Monotone Music