Heineken Print SHOOT THE MUSIC BY HEINEKEN by J. Walter Thompson Bangkok

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SHOOT THE MUSIC BY HEINEKEN

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Industry Beers and Ciders
Media Print, Magazine & Newspaper
Market Thailand
Agency J. Walter Thompson Bangkok
Regional Executive Creative Director Guanhin Tay
Executive Creative Director Satit Jantawiwat
Creative Director Mr.bhakpong Skonvitayanon
Copywriter Jirayu Ardsamang
Account Supervisor Siranee Klinhom
Released May 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: THAI ASIA PACIFIC BREWERY
Product/Service: HEINEKEN
Agency: JWT BANGKOK
Regional Executive Creative Director: Tay Guanhin (JWT)
Executive Creative Director: Satit Jantawiwat (JWT Bangkok)
Creative Director: Bhakpong Skonvitayanon (JWT Bangkok)
Senior Art Director: Aekalak Kitdusitpong (JWT Bangkok)
Copywriter: Jirayu Ardsamang (JWT Bangkok)
Planning Director: Drakon Sirakovit (JWT Bangkok)
Communication Planner: Rafiq Ridzwan (JWT Bangkok)
Senior Activation Producer: Ronnakorn Srisawas (Jwt Bangkok)
Account Supervisor: Siranee Klinhom (JWT Bangkok)
Account Manager: Narong Charoenittirat (JWT Bangkok)
Marketing Director: Prin Malakul (Thai Asia Pacific Brewery)
Marketing Manager: Asawin Rojmethatawee (Thai Asia Pacific Brewery)
Editing House: Mars (Mars)
Media placement: Live Advertising - Concert Event - 24 May 2011

Describe the objective of the promotion.
Strict alcohol regulations in Thailand have forced Heineken not to produce any advertising for the last 3 years. Because of that we have lost our connection with the younger drinkers who are always up to date and on to the latest trend.

Heineken has always been known as an innovative brand - it's one of our brand pillars - and it was essential that we remained one through the eyes of our target. We knew that they were going to concerts, but concerts were a space that had been made old by 'sponsorshops' of big named artists.

Describe how the promotion developed from concept to implementation.
We therefore needed to create a thematic, intense, and emotionally triggering music event that cut through the clutter, and lasted more than just one night. The idea that resulted was one that hit both our target audiences' hearts - taking them on a suspenseful journey - and our client's wallet - whose sales, and brand health measures grew significantly.

Departing from its competitors, Shoot the Music is an unconventional event mixing music and film. The concept, Cinematic Music Experience, encapsulates the show where people can take part in a concert directed by quirky influential film director Pen-Ek, to enjoy the music and, to their surprise, star in a film.

Explain why the method of promotion was most relevant to the product or service.
We took audiences on a theatrical journey, starting with teaser films that led to the concert, and involving them in the final film, which was shot and edited on location for them to see. The journey lasted 4 months compared to the typical single night concert.

The story? See the summary film with this case, but in essence, we ran the whole gamut of media (DM, Social, Print, Radio, Event, Cinema, PR, OOH) and the whole gamut of emotions - love, friendship, loyalty, betrayal, corruption, anger, surprise and relief. The surprise and relief parts were played by the audiences themselves.

Describe the success of the promotion with both client and consumer including some quantifiable results.
- Sale grew 50% faster than the market (Source: Quarterly Tracking)

- Increasing the rate of attracting new/occasional users by 15% (Source : Brand Health
Tracking Study, National basis vs Previous Quarter)

- Spontaneous brand awareness in BKK area grew by 10% vs a decline of 16% nationally
(Source: Brand Health Tracking Study)

- Positive Brand Health Measure in BKK was 34% higher relative to the rest of the country
(Source: Brand Health Tracking Study)

- The event and buzz behind the campaign was so popular we generated 4 times as much free
PR as we paid for (our target had been $1 per $1 spent)