The Brief

Our task was to reinforce Heineken’s premium, innovative positioning in Singapore by launching the limited edition STR bottle. Our campaign, ‘What will you reveal?’, was inspired by the bottle packaging itself. Under UV light, the sleek bottle reveals a secret side – a hidden pattern of shooting stars. So, this got us thinking, don’t we all reveal a different side of ourselves at night? And how can Heineken play a bigger part in this? ‘What will you reveal?’ revolved around encouraging Singaporeans to reveal their hidden truths. Confession refreshes the soul and Heineken refreshes the body…a perfect combination.

Describe how the promotion developed from concept to implementation

The campaign was designed to come alive at night. We launched at Stereolab, one of Singapore’s top clubs, by taking over the venue with huge displays of UV ‘secrets’, designed to inspire our consumers to reveal their own. All communications encouraged consumers to get things off their chest in our specially constructed ‘Truth Booth’ - a private confessional with a touch screen and webcam, which toured Singapore’s most popular clubs. Anonymous videos were uploaded to Facebook, where people could vote for their favourite to win tickets to the campaign culmination – an underground party called the Heineken Secret Gallery.

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

The Secret Gallery was Heineken’s most successful event of the last 18 months. We covered the walls of an abandoned building with consumer’s UV secrets submitted during the campaign. Artists created live UV installations and 1,500 consumers got a UV marker on arrival to add their own secrets to the mix. The overall campaign was a great success, with a 32% year-on-year increase in total Heineken bottle sales in the 39 participating outlets. We achieved significant brand imagery increases: • Brand I enjoy with friends: up 6.7% • Leading International beer: up 7.5% • Worth paying more for: up 2.5%

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

We saw the STR bottle as a brand building opportunity, not just a short term way to boost sales. We wanted to spend the campaign budget where people were out enjoying themselves with a Heineken. In this case, it's not about mass awareness - this kind of tactical activity is very targeted, and gives us a chance to create deep engagement with our core consumers. Most of our activity was geared around bringing the bottle to life - we wanted people to have a 'Heineken' experience with the bottle outside of just drinking from it.