The Campaign

In 2018, Heineken has found an innovative way to demonstrate its legendary history. The Star Venture was a time traveling adventure from the heart of Bangkok back to 1873 Amsterdam, bringing thousands of spectators to live the brand's rich history from close range, generating 42 impressions in one week.

The Brief

Heineken’s iconic history since day one in 1873 was developed into “Star Venture : The Immersive Theatrical Experience” that allows people to dive deep into the magical world of Heineken. We invested around 17,000,000THB on creating world-class theatrical show with cutting-edge design and interactive technology to provide the best experience to target and spent around 6,500,000THB on media amplification.

Creative Execution

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.

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

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)

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

Thailand's first Immersive Theatrical Experience retold 150 years of Heineken's great 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 show was divided into 4 legendary eras where everyone could watch, interact and taste Heineken. With a combination of music, technology and stage play, Star Venture became one of the most talked about events in Thailand with more than 500K photos posted on social media within one 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.