Outsmart local champion Singha beer which was outspending Heineken 3 to1. With TV out of bounds for alcohol cinema is a major battleground for the category.

With far less money than Singha, which has the further advantage of being a home grown brand, Heineken’s sound check resonated with cinema audiences–78% of them recalling it in exit interviews. Heineken grew brand liking from 73 to 75% in the first 3 months of this campaign and top of mind awareness from 53 to 56%-all at half the spend of Singha.

Brought Heineken into the movies in a unique way–replacing the statutory sound check spot with a customized Heineken film that serves the same purpose while delivering the Heineken equity to a full house. We negotiated this unique innovation exclusively for Heineken for a period of 3 years.

Need to demonstrate that the work is not a one-off stunt and that the idea could be transferred to other media ie: it is a strong idea that could be utilised at a later date using other platforms. How does the capmaign continue? The main creative media concept base on "Brand camoflaging" or "blending seamlessly with movie's environment" since all cinema and movie syndicates only allow a traditional advertising channel making a brand standing out difficult. The "Sound check by Heineken" is one of the ideas under this "Camoflaging" concept and it has been running for 3 years and it can evolve into other movie's format like trivision, checking movie's time board, 3-D standy and other gimicks. We also plan to roll out the "sound check" to other cinema syndicates since it has already become a Heineken's property.

Heineken’s young audience are avid cinema goers, but they go for the movies and want to avoid the ads–hanging around outside the auditorium until the commercial capsule ends.