Spikes Asia

HEINEKEN: MUSIC IN A CAN

HEINEKEN VIETNAM BREWERY LIMITED, Hồ Chí Minh City / HEINEKEN / 2022

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Overview

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Credits

Overview

Background

For years, Heineken as been seen as a nostalgic brand. In 2016, Heineken introduced the Sleek Can as one of the pioneers in Vietnam at that time, with the ambition of refreshing its perception. However, it has not risen to the envisioned hero SKU status, and did not add any significant shift in premiumness due to lack of investment, pricing, and clear differentiation vs the original can.

However, studies have shown that drinkers generally perceive a sleek can as a better format than the regular can, as it enhances imageries of stylish, trendy, modern, premium, youthful, and innovative.

Given this opportunity, Heineken decided to make a big move by relaunching the Sleek Can and replacing all the old regular cans altogether. By doing so, Heineken aims not only to drive business growth and brand health, but also re-position it from a ‘brand for my father’ to a ‘brand for me’.

Strategy

MIAC took Heineken’s music approach a notch higher through a highly engaging and interactive experience.

Heineken launched the limited edition ‘Heineken® x Top DJ’ packs, and collaborated with world-class DJs: Tiësto - the Greatest DJ of all time, Dimitri Vegas & Like Mike, KSHMR and Quintino. ‘Music in a Can’ naturally leveraged Spotify to create the branded Heineken Playlist “Heineken x Top DJs” for the fullest premium music experience.

It’s a highly engaging journey from start to finish. After Being rewarded with Heineken x Top DJs Limited Pack from every Heineken Sleek Carton, users could then scan the QR on the cans to open the “AR experience + exclusive Spotify playlist” to enjoy world-class music and get the chance to win a 1-year premium Spotify account.

For the first time ever, Heineken Sleek Can – the product itself actually became our highly immersive communication touchpoint.

Execution

We invited drinkers to the Heineken Music Hub where users could create their own personalized tunes, which they could then share to social networks and had a chance to win daily and weekly prizes (iPhone 12s, Harman Kardon speakers).

We integrated multiple digital channels – from social media, to Spotify, video and display ads, and podcasts – to ensure resonance at scale, and used offline executions via outdoor to have a full cross channel presence.

Precision was key, and data played a critical role in identifying the right people and allowed us to deliver the right message. The campaign leveraged multiple data sources to effectively pinpoint the music lovers, entertainment-seekers, and Heineken lovers, and through smart creatives, we delivered personalized communications across key platforms.

We further created 2-way interaction by leveraging social stunts in Facebook communities, KOLs and PR-completing the full Music in a Can experience across all touchpoints.

Outcome

MIAC exceeded Heineken’s ambitious objectives; Sleek effectively took over from the regular can to become the main format driving growth; surpassed all KPIs:

Media:

● Reached 28M, with VCR 78% over norm

● 28,000 engagement on the Music hub

● 15,000 DJ tracks generated and shared by consumers

● 12,000 AR Music Experience

● Rewarded 3.3M Heineken DJs Cans

Brand Health:

● BUMO: +4pp

● Usage to BUMO: +5pp vs. pre-campaign

● Drink in P4W to P7D: +22pp vs. pre-campaign

● Brand Power: +0.6 pts

● Meaningful: +7 pts

● Different: +19 pts (highest ever by Heineken; took leadership position in market)

● Constantly have product innovation: +14%

● Share my interests: +14%

● Give a fresh light-hearted perspective on life: +21%

● Young brand: +16%

● Brings refreshment: +28%

● Are innovative in communication: +5%

Business:

● 2x volume sales vs baseline

● Market share in premium + 16%

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