|Title||HEINEKEN JUKE "MUSIC IN A CAN"|
|Product / Service||HEINEKEN|
|Category||A01. Consumer Goods|
|Entrant||LEO BURNETT Ho Chi Minh City, VIETNAM|
|Idea Creation||LEO BURNETT Ho Chi Minh City, VIETNAM|
|PR||LEO BURNETT Ho Chi Minh City, VIETNAM|
|Production||DIGITAS VIETNAM Ho Chi Minh City, VIETNAM|
|Production 2||PRODIGIOUS Ho Chi Minh City, VIETNAM|
|Production 3||MSL Ho Chi Minh, VIETNAM|
|Paolo Garcia||Publicis Groupe Vietnam||Groupe Executive Creative Director|
|Chandu Rajapreyar||Leo Burnett Vietnam||Creative Director|
|Yen Dang||Leo Burnett Vietnam||Associate Creative Director|
|Daniel Tingcungco||Leo Burnett Vietnam||Senior Art Director|
|Kit Nguyen Huynh||Leo Burnett Vietnam||Art Director|
|Ha Vy Nguyen||Leo Burnett Vietnam||Senior Copywriter|
|Luan Truong||Leo Burnett Vietnam||Graphic Designer|
|Kris Constantoulas||Leo Burnett Vietnam||Chief Strategy Officer|
|Katie Huynh||Leo Burnett Vietnam||Integrated Planning Director|
|Hieu Nguyen||Leo Burnett Vietnam||Deputy Managing Director|
|Anh Nguyen||Leo Burnett Vietnam||Account Director|
|Tisdale Van An Le||Leo Burnett Vietnam||Senior Account Manager|
|Hau Ngo||Leo Burnett Vietnam||Account Assistant|
|Melissa Caranto||MSL Vietnam||General Manager | Social & Influence|
|Abby Le||MSL Vietnam||Account Manager|
|Tan Tran||MSL Vietnam||Digital Manager|
|Trang Chu||Leo Burnett Vietnam||Strategy & Integration|
|Ngoc Dao||MSL Vietnam||Social Media Associate Lead|
|Vu Chung||MSL Vietnam||Creative Lead|
|Duyen Phan||MSL Vietnam||Copywriter|
|Si Dang||MSL Vietnam||Designer|
|Mai Luu||MSL Vietnam||Social Media Executive|
|Julian Brzoska||Digitas Vietnam||General Manager | Data & Technology|
|Nguyen Vo||Digitas Vietnam||Technical Director|
|Quan Do||Digitas Vietnam||Digital Producer|
|Truong Nguyen||Digitas Vietnam||UX/UI Lead|
|Stuart Howe||Prodigious Vietnam||General Manager | Content Production|
|Mai Nguyen||Prodigious Vietnam||Producer|
|Xuan Dinh||Prodigious Vietnam||Video production|
|Kate Bayona - Garcia||Publicis Groupe Vietnam||Groupe Managing Director|
|Lukasz Roszczyc||Publicis Groupe Vietnam||Chief Executive Officer|
There are very few campaigns that people genuinely want to talk about. This was one of them. From the outset the campaign was conceived to generate conversations, amongst the target audience, the music industry, local artists, and the media. By engaging prominent local DJ’s and a first of its kind strategic partnership enabled by cutting edge technology helped to ensure that the appeal was wide enough and interesting enough to generate stories from several different angles.
In Vietnam’s young, highly competitive, fast growing beer market, Heineken Original was ageing fast. One of the most visible signs, was our packaging. Brands winning with young adults had already shifted to sleek (tall & slim) cans. Heineken was still holding onto the traditional (short & fat) one. We realized, to change their perception of us, we had to change our cans first.
Heineken pioneered electronic music in Vietnam, the launch of our new can was the perfect opportunity to reignite this innovative spirit. We started with a simple observation. No matter what angle you look at the sleek can, only two letters of the brand name are visible. What if we could find a way to let our drinkers play with these two-letter combinations and match them to the names of some of the hottest local and international artists?
Open any convenience store fridge and there is a good chance (whether you’re reaching for a beer or not) you will end up with a sleek can in hand. While the launch of a new can was a big thing for us, it wasn’t a big deal to young drinkers. If we wanted to send a signal that this was more than just a simple packaging change, we would have to elevate the drinking experience and look at this from an entirely new angle.
Forming a first of its kind partnership with Spotify, gave the brand unprecedented access to a roster of artists that would have been impossible to sign individually. The experience was enabled by bespoke technology which included Letter Recognition AI and an AR algorithm that transformed every can into a personalized virtual concert. When users scanned the can, every turn of the logo unlocked an exciting new audio-visual experience. The different two letter combinations enabled our audience to add artists’ names that matched the two letters to create their own unique playlist, creating an additional layer of engagement with the brand.
The results were off the charts. Over the campaign period we sold 23.3 million Heineken Sleek Cans which translated into a 40% growth rate vs the previous year. Users spent 5,200,000 hours listening to Heineken generated music tracks, and from an engagement standpoint we witness an unprecedented 546,000 shared playlists across social media platforms which smashed all expectations…. everything else was music to our ears, including our earned media outcomes, reaching an audience of 6,901,621, with a value: US$325,128 and 520,000+ views. Busting our KPI achievement in the tease phase by 700%, and 188% during the launch & engagement.