SOUND RECYCLE

TitleSOUND RECYCLE
ClientHEINEKEN THAILAND
Product / ServiceHEINEKEN
CategoryC02. Live Shows / Concerts / Festivals
EntrantJ. WALTER THOMPSON BANGKOK, THAILAND
Idea Creation J. WALTER THOMPSON BANGKOK, THAILAND
Media Placement RED STAR Bangkok, THAILAND
PR ABM CONNECT Bangkok, THAILAND
Production CHOUX DOUGH Bangkok, THAILAND
Production 2 GIMMICK STUDIO Bangkok, THAILAND
Production 3 CINE DIGITAL SOUND Bangkok, THAILAND
Production 4 VERY KIND INVENTION BANGKOK, THAILAND
Production 5 RING THE BELL Nontaburi, THAILAND
Additional Company TAP GROUP Bangkok, THAILAND

The Campaign

We live in a world where we need to get smart with our resources. Each year at concerts, all the sound energy created by the bands and the audience is left to go to waste. “Heineken Sound Recycle” turned unused sound energy into electrical energy by using Heineken beer cans as power generators. The generated electricity was used to power charging stations and beer coolers.

The Brief

As a part of Heineken sponsorship that Heineken wants to lifts up music experience for consumer. Heineken wants to make the wasted at music festival becomes more useful to consumer so sound recycle machine was created to serve the need of consumer. Started with empty cans and combined with the sound vibration at music festival. Heineken invested around 20 MB in total music experience each year by allocate to media amplification around 30% of total budge. And sound recycle machine is a part of the campaign, we spent to produce this machine around 350,000 baht. To bring the wasted back to life is worth invested for.

Creative Execution

We launched the first sound recycling machine at the S2O festival, the biggest Thai Electronic Dance Music festival. Themachine generated electricity from the sound vibration inside the beer can, returning it as AC current. Consumer tension: Many festival-goers run low on mobile battery power because of intensive phone use during the festival. A dead phone post-concert makes it impossible to organize meeting points or transport or deal with problems or emergencies. The solution: Heineken Sound Recycle provided power to all music lovers to charge their phones and drink Heineken fresh from the fridge powered by harvested sound. This concept will be used at other music festivals sponsored by Heineken and has become an activation asset for the brand.

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

We gave festival-goers and Heineken fans a way of creating clean energy by having fun and making some noise. At S20, 18.000 fans for each of the 3 Festival days were exposed to the Sound Recycling Machine. We created a platform that has already started reducing Heineken's carbon footprint at music festivals by up to 40%.

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

Heineken Sound Recycle was created to strengthen the brand relationship with music and beer lovers at Thailand's biggest music EDM Festival, the S20. The brand needed an engaging CSR activation in which music lovers could participate easily and without compromising the joy and freedom of enjoying their concert. The solution was a combination of empty beer cans and the power of music and the crowd itself.

Don’t get lost in the noise. Use it. When it comes to Thai concerts, consumers are familiar with receiving “concert packs” and other privileges to add to their festival experience. Heineken wanted to create something worth talking about and worth remembering, and do it in a way that would include and unite, not divide and separate (e.g. like a VIP area).

Credits

Name Company Position
João Braga J.WALTER THOMPSON BANGKOK Chief Creative Officer
Park Wannasiri J.WALTER THOMPSON BANGKOK Executive Creative Director
Sorasak Songnapawuttikul J.WALTER THOMPSON BANGKOK Associate Creative Director
Putthikon Saeamad J.WALTER THOMPSON BANGKOK Art Director
Piyawat Chaiyabunphattharakun J.WALTER THOMPSON BANGKOK Copywriter
Supannapa Traitonwong J.WALTER THOMPSON BANGKOK Brand Team Leader
Angsumarin Chintavorn J.WALTER THOMPSON BANGKOK Client Services 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 Producer
Siwach Vimuktanon CHOUX DOUGH Director of Photography
Peerapong Thanachotthanyanij CHOUX DOUGH Art Director
Pongsakorn Swatdiparp CHOUX DOUGH Producer
Yanika Bunpanit CHOUX DOUGH Production Manager