Results and Effectiveness

Objective 1: Create a great event experience.* 83.05% agreed ‘This event is distinctive from other music events’. Objective 2: Drive mass awareness & reach of HGR PR coverage by 200 articles and social media mentions and posts (example – TrendHunter, PSFK) Reach - 84 million impressions** Value - S$495,000*** Objective 3: Position Heineken as the clear leader in the nightlife scene.**** ‘Heineken is an innovative brand’ grew 9%. ‘Heineken is the leading international brand’ grew 31%. *Source: Based on exit interviews **Source: Internal PR assessment – (sum of reach of individual publications) ***Source: Internal PR assessment – (approximately S$7500 per publication) ****Source: TNS MLBT Sep 2013 vs Sep 2012

Creative Execution

Our first job was to create excitement about Heineken Green Room and get people talking about it. To do this, we created personalized scents for our VIP guests (key opinion leaders, members of the press, etc) based on their musical taste. Next up, we created special making-of videos that detailed the technology behind the Scenthesizer and shared special glimpses of the hardware. These videos were shared with the press, seeded through partner media and uploaded onto our YouTube channel. In the week after the event, we used a variety of content, press releases and talking points to encourage the global press to talk about Heineken Green Room.

Insights, Strategy and the Idea

Heineken Green Room (aka HGR) is an exclusive event that aims to bring together music aficionados and create innovative music experiences in Singapore. In the past few years, there were two critical issues that it was facing. 1. A flourishing music scene – more international music acts and festivals were coming to Singapore, and more brands were using music to engage their audience. 2. Limited reach - only a limited number of people can attend HGR each year. Big idea - MUSIC YOU CAN SMELL We wanted to create a memorable experience that people would talk about. The Scenthesizer is innovative technology that allows DJs to control the diffusion of specially curated fragrances that syncs with the varying moods of their set. It is the result of a special collaboration between scent engineers, sound engineers, and DJs who worked together to map notes of scents to notes of music.