Brief Explanation

To offer an unprecedented experience showcasing progressiveness, The Transporter took partygoers somewhere new – into the music – blurring the lines between social and experiential, live. Attendees co-created the DJ set, contributing vocal samples via live recording pods. These were streamed into the hands of DJ Intriguant, who then manipulated them to be used live during his set. Each time a sample was played, the contributor’s social handle flashed on-screen, and was broadcast across their Twitter/Facebook feeds. After the night, an exclusive Intriguant single featuring the vocal samples was released on Spotify – ensuring that the one-night-only event continued to make an impact.

The Brief

Heineken Green Room (HGR) is a 12-year-old experiential music platform that champions the electronic dance music scene in Singapore. By bringing in international cutting edge acts at unconventional venues, the by-invitation-only events have always been Heineken’s form of social currency. Increasingly, it faced some 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

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

Please refer to confidential information.

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

Rising to the challenge of raising the social value of Heineken Green Room’s iconic events, The Transporter took partygoers where no man had gone before – into the music itself. Given the exclusivity of this event, to guarantee reach and amplification, we took a content-led approach which allowed us to distribute via different channels. Attendees co-created the DJ set, contributing vocal samples via live recording pods. These were streamed into the hands of the night’s DJ, Intriguant, who manipulated them to be used during his set. Each time a sample was played, the contributor’s social handle flashed on-screen, and was broadcast across their Twitter/Facebook feeds. After the night, an exclusive single featuring the vocal samples was released on Spotify. We also generated video content post-event which was then seeded and shared online via YouTube and Facebook advertising. The campaign saw synergy between digital, radio, direct mail, experiential, out-of-home and social.