| Title | STAR VENTURE |
| Brand | HEINEKEN THAILAND |
| Product / Service | HEINEKEN |
| Category | B06. Use of Events |
| Entrant | J. WALTER THOMPSON BANGKOK, THAILAND |
| Idea Creation | J. WALTER THOMPSON BANGKOK, THAILAND |
| Media Placement | RED STAR Bangkok, THAILAND |
| PR | ABM CONNECT Bangkok, THAILAND |
| Production | WAKEUP RABBIT Bangkok, THAILAND |
| Production 2 | SHOTS POST PRODUCTION Bangkok, THAILAND |
| Production 3 | MELLOW TUNES Bangkok, THAILAND |
| Production 4 | VERY KIND INVENTION BANGKOK, THAILAND |
| Production 5 | RING THE BELL Nontaburi, THAILAND |
| Additional Company | TAP GROUP Bangkok, THAILAND |
| Name | Company | Position |
|---|---|---|
| João Braga | J.WALTER THOMPSON BANGKOK | Chief Creative Officer |
| Park Wannasiri | J.WALTER THOMPSON BANGKOK | Executive Creative Director |
| Chatchai Butsabakorn | J.WALTER THOMPSON BANGKOK | Creative Director |
| Yannapat Boonkate | J.WALTER THOMPSON BANGKOK | Art Director |
| Kunat Chaengcharat | J.WALTER THOMPSON BANGKOK | Copywriter |
| Supannapa Traitonwong | J.WALTER THOMPSON BANGKOK | Brand Team Leader |
| Angsumarin Chintavorn | J.WALTER THOMPSON BANGKOK | Client Service Director |
| Kasidit Khantee | J.WALTER THOMPSON BANGKOK | Account Director |
| Munthita Trisaranan | J.WALTER THOMPSON BANGKOK | Account Executive |
| Chatree Chokmongkolsatian | J.WALTER THOMPSON BANGKOK | Communication Planning Director |
| Jiroj Mechoojit | J.WALTER THOMPSON BANGKOK | Production Director |
| Attapong Chooamnard | J.WALTER THOMPSON BANGKOK | Agency Producer |
| Pagorn Jungrungruang | Wakeup Rabbit | Director |
| Punnatat Jongwilas | Wakeup Rabbit | Assistant Director |
| Chalongwut Chorruangsak | Wakeup Rabbit | Director of Photography |
| Tanabat Boonyasena | Wakeup Rabbit | Editor |
| Wisarut Deelorm | Wakeup Rabbit | Editor |
| Kanung Damkaew | Wakeup Rabbit | Art Director |
| Kirakorn Kornjirapon | Wakeup Rabbit | Producer |
| Nasu Ngamsiri | Wakeup Rabbit | Producer |
| Chaiyarit Toojinda | Wakeup Rabbit | Focus Puller |
Thailand's first Immersive Theatrical Experience retold 150 years of Heineken's history to reinforce its premium positioning in a country where alcohol communication is illegal. To reiterate the brand stories and justify its price to the public, Heineken has invited the audience to ‘live’ its brand's history.
The time traveling adventure took spectators from the heart of Bangkok back to 1873 Amsterdam, where Heineken was first born. The show was divided into 4 legendary eras where everyone could watch, interact and taste Heineken’s history. With a combination of music, technology and stage play, the show reproduced the 4 different eras with 57 performers in 1,072 m2 at the iconic General Postal Office, at the heart of Bangkok.
The show inspired the launch of a limited-edition beer, all sold out in three weeks. 60 1-hour rounds of the show fully booked Over 500k photos of the show were posted 42 Million online impression in one week Reach core online target (20-49 UM NW) 12M people ( 73% of core target)
Thailand’s alcohol communication has been banned for the past 10 years, making it hard for premium international brands like Heineken to communicate its rich history and compete with local brands. In 2018, Heineken has found an innovative way to demonstrate its legendary history. A live show that brought thousands to live the brand's rich history from close range, generating 42 million impressions within 1 week.
When you can't tell your brand's stories, make people live them. We promoted Star Venture as a movie launch, creating the hype of the show before and during the event through press, celebs and influencers who pushed it on their own social channels. Post-show interviews and reviews kept the momentum, along with behind the scenes material and partnerships with fashion and lifestyle publications.