The Campaign

There are no significant restrictions on branded content, nor on alcohol advertising except for the recent regulations restricting outdoor liquor consumption after 10:30pm.

Results

How can a 12-year-old music platform stay fresh and relevant in the midst of an increasingly saturated music scene in Singapore? Heineken Green Room (HGR) is an annual experiential music platform that delivers innovative music experiences and brings together the electronic dance music (EDM) community in Singapore. It’s primarily a brand-building platform and was conceived to cement Heineken’s place as the nightlife brand. Challenges: 1. Saturated music scene resulted in audiences being spoilt for choice 2. Relevance – how does the brand remain top-of-mind amidst all the clutter? Our objectives: 1. Drive brand authority and closeness (measured by +2% in brand scores) 2. Generate buzz and hype for the event - measured by PR coverage We knew that music could transport you. We knew that people still used social media updates to define themselves. What would happen if we transported people into the heart of music? The Transporter: a progressive fusion of innovation, experiential and social that took partygoers into the music itself letting them co-create a live DJ set with recordings of their vocal samples. At the sci-fi themed event, every vocal sample was tagged to its contributor’s social handle, allowing us to amplify all interactions via social media channels such as Facebook and Twitter – essentially making this dance music event more social than ever before. DJ Intriguant manipulated the voice samples live and composed it into a dance track on the night. After the night, the music played on with an exclusive track released on Spotify and online video content. #HGRtransporter achieved over 13,460 engagements in a single night, reaching 647,520 people in total.

The audiences were invited to contribute the vocal samples to the live DJ track. During the set, the audience Twitter/instagram handles were featured to encourage sharing. Finally, the track was launched on Spotify, serving the content up to a much larger audience. Customised interactive invitations were also sent out to the media as well as VIPs, encouraging them to contribute their voice samples even before the party. Key influencers documented their journey and amplified their experience via their own social media channels. We also generated a piece of video content post-event, which was then seeded and shared online.

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The key output of this campaign was a music track that was co-created from contributed voice samples pre and during our event, and this track was mixed and released as an exclusive track on Spotify. Beyond that, we used branded content to generate awareness for our event on various social media channels and on Spotify.