Titanium > Titanium and Integrated
SHOOT THE MUSIC
JWT BANGKOK, Bangkok / ASIA PACIFIC BREWERIES / 2012
Overview
Credits
OVERVIEW
CampaignDescription
Strict alcohol regulations in Thailand have prevented Heineken from 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 - its 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.We therefore needed to create a thematic, intense, and emotionally triggering music event that cut through the clutter, and lasted more than just 1 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.
Effectiveness
- Sales 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)
Implementation
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.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.
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