SITUATION

Heineken was marking its 150-year anniversary around the world.

BRIEF

We needed to create a high impact out-of-home campaign with an experiential focus to drive meaningfulness and differentiation amongst Gen Z consumers in Singapore.

OBJECTIVES

Drive strong & clear brand differentiation of what the brand stands for in the hearts and minds of the target audience, so that Heineken is seen as unique and iconic versus competition.

Deliver breakthrough communications that make Heineken disruptive, differentiated, creative, and the most meaningful beer brand for Gen Z.

WE MAKE GOOD TIMES OUR OWN. ONE WAY OR ANOTHER.

Whether it’s giving Formula 1 their own twist by making the world’s first night race, taking flavours from around the region and adding their own culinary spin, or tweaking English to Singlish, Singaporeans know all about making good times their own. This discovery is what drove our OOH campaign idea.

THE CAMPAIGN THAT TURNED ORCHARD ROAD INTO SINGAPORE’S BIGGEST TALENT SHOW

You’ve probably seen X-Factor or American Idol. Now meet Dancing with the Star, a three-week-long pop-up installation on Orchard Road that challenged consumers to bust out their best dance moves and show us how they make Good Times their own. More than just a piece of traditional OOH, Good Times Star used an experiential marketing approach to turn a visibility piece into a stage for young Singaporeans to delight and engage a massive audience.

MAKING OUR AUDIENCE OUR CANVAS THROUGH EXPERIENTIAL OOH

Our strategy was innovative: rather than using a traditional billboard to narrate our story, we transformed our Singaporean audience into a living, dancing billboard. By making our audience active participants in delivering the message of 'making good times your own,’ we turned the usual OOH approach on its head, creating an interactive and engaging experience that resonated more deeply with our target.

"MAKE GOOD TIMES YOUR OWN. ONE WAY OR ANOTHER."

Our campaign line encapsulated the campaign’s essence, inviting the audience to engage with the Heineken brand in a personalised and dynamic way. It was more than just a headline; it was an open invitation for individual expression and celebration.

The 3-week campaign was a resounding success, with immediate impact:

2M potential eyeballs

3,557 participants and Heinekens sampled

A 13% increase in Instagram followers

We delivered on our objectives:

Objective 1: Drive strong & clear brand differentiation.

- Results: The campaign was perceived as highly disruptive and unique, building associations with Heineken as a brand facilitating ‘good times’ and interesting experiences. Significant 24% improvement made in “Different” image attributes across all consumer segments (123 in Q3 ‘23 vs 99 in Q2 ‘23)*

Objective 2: Deliver breakthrough communications that make Heineken disruptive, differentiated, creative, and meaningful for Gen Z.

- Results: Significant 60% improvement in “Different” image attributes observed, most prominently amongst Gen Zs, (133 in Q3 ‘23 vs 83 in Q2 ‘23).

Gen Zs also contributed to 17% growth in “Meaningfulness” (140 in Q3 ‘23 vs 120 in Q2 ‘23)*

*Source: Kantar Brand Health Report Q3 2023