ZOUKOUT | CITIES | BOND
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ZOUKOUT
Challenge:
In December every year Zouk organizes one of Asia’s biggest beach festivals ZoukOut. For two days and two nights hardcore partygoers party non-stop
on the beaches of Singapore. So how does a brand like Heineken stand out from all the other commercial brands and create preference and closeness at this event?
Idea:
We turned the partygoers journey into a competition, which rewarded them every step of the way. And those who made it to first light got an exclusive prize.
How we did this:
All partygoers pride themselves for making it to the final act at sunrise, so we posed them a challenge Will You Make It To First Light?
Before the festival started Heineken gave away branded tote bags containing survival items to build excitement and anticipation. On the night of ZoukOut,
we introduced the Limelight podium. Heineken then played the roll of a cheerleader and encouraged party punters to take time-stamped pictures on the
Limelight podium to document their ZoukOut journey. With every #SeeYouAtFirstLight photo the party punters could redeem a Heineken branded giveaway.
As the party went on a range of giveaways were unlocked at specific times throughout the night.
Then at first light, the most deserving party punters and who lasted till first light unlocked the final surprise. 120 giant Heineken branded balloons
were released into the crowd, once burst it released confetti and a limited edition tank top with the words #MadeItToFirstLight.
My Role:
Ideation from start to finish, presenting ideas to the clients, meeting with the direct to discuss the direction I wanted to go in,
Crafting, designing + executing all the props and giving feedback on the look and feel.
ZoukOut Case study video
Give aways
HEINEKEN CITIES
Challenge:
Was to create awareness and hype about the limited edition cities bottles in a fun way amongst existing drinkers through online and on ground content. To tackle the creative part an idea was developed in a form of a challenge.
Idea:
Challenging Singaporean men to bring out the man of the world in them.
How we did this:
By rigging up a bus stop digital ad shell with a challenge. The person standing in front of the ad shell was asked to press an interactive button if they were willing to drop all their plans
that evening and go on a Heineken Cities adventure. Once the button was pressed the adventure began showcasing the different cities and city inspired task they had to complete. The winner had to collect all the limited edition bottles in the different locations in order to win.
After the video content was shot and edited we uploaded it on Facebook and YouTube to start creating buzz about the new Bottles. Once the word was out about the bottles Heineken then followed up with a big event at Club Street.
Challenge:
Heineken launched Limited edition cities bottles in 2014. They needed to drive trial and create awareness with existing drinkers
as well as compete with competitor brands at key local drinking clusters such as Club Street.
Idea:
Bringing the different cities to life as a street festival in Singapore.
How we did this:
For the first time, Heineken brought the best of six cities to Singapore
in one night.
Pre-event, we sent out personalized press kit invites to media and key influencers. On social media we engaged the public by using city inspired nuggets of knowledge to build anticipation for the street festival.
At the main event we immersed the public in live entertainment from all six cities. The whole street was dressed to represent
the cities.
My Role:
Ideation from start to finish, presenting ideas to the clients, working with the production team and sharing my vision, Crafting, designing + executing all the props and giving feedback on the look and feel. Also doing set up check before the event.
Award: Markies won for best consumer event.
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HEINEKEN BOND
Challenge:
To create PR able hype around the UV Bond bottle during the premier of James bond in the Cinemas.
Idea:
Immersing the press and audience on a Heineken Bond adventure.
How we did this:
This adventure started with us sending out media kits. To make it interesting we got bond girls to deliver the cases to all the media outlets. The individual receiving the case had to decode the message to get invited to the cinema launch. At the cinema we invited guests to experience a normal premiere with a twist. We created a bar at the Vivo city cinema with a secret door that led them into a secret UV lab, which held a well-guarded canister. After exploring the lab they were ushered into the cinema. Once the audience was seated an alarm was set off and the cinema screen came to life showing CCTV footage of the UV lab they had all walked through. In the footage the audience could see a thief stealing the canister from the lab and leaving. Suddenly everything goes dark in the cinema and a HKN agent bursts into the cinema. He then locates the thieves siting amongst the audience fights them and retrieves the canister and runs out. CCTV footage of the lab appears on the cinema screen showing the agent returning the canister and removing the cover to reveal the new HKN bottle.
My Role:
Ideation from start to finish, presenting ideas to the clients, Visualizing + designing the set. Sitting with the production
house to discuss on building the structure, Crafting, designing + executing all the props.
Bond Case study video