The Brief

Heineken Green Room (aka HGR) is an exclusive event that brings together music aficionados and creates innovative music experiences. In past years, there were two issues it faced. 1. Flourishing music scene – more international music acts and festivals were coming to Singapore, and more brands were activating using music. 2. Limited reach – Due to constraints, only a limited group could attend HGR yearly. We needed to reboot Heineken Green Room for 2013. Objective 1: Create a great event experience Objective 2: Drive mass awareness & reach of HGR Objective 3: Position Heineken as a leader in nightlife

Describe how the promotion developed from concept to implementation

MUSIC YOU CAN SMELL We wanted to create a memorable experience that people would use as conversation starter for weeks to come. 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. Heineken Green Room would serve as the stage for the official debut of this innovative music experience.

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

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

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

By working with the medium of music, and developing never-experienced-before technology, The Scenthesizer allowed us to establish Heineken as a key innovator in the world of music. Providing DJs with a new form of technology that they could enhance their sets with also built a strong association between Heineken and ‘big nights out’ – key occasions for Heineken consumption. Finally, this activation managed to refresh a decade old platform and HGR will continue on in the years to come.