Brand Experience and Activation > Digital & Social

SLEEK CAN PROJECT

M&C SAATCHI ABEL, Cape Town / HEINEKEN / 2016

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Overview

Credits

Overview

CampaignDescription

We collaborated with a chef, a musician, and a neuro-technologist to create the Edible Music Experience. – an experience where, for the first time in the world, people could compose music with their brains and their taste buds in real time.

Execution

The chef designed an experimental menu that featured Heineken, the musician created soundscapes inspired by each dish, and the neuro-technologist mapped the brain’s experience of flavour, assigning musical notes to different synaptic reactions in real time.

We invited 40 creative influencers, and on the night of the event each guest had the chance to compose unique, real-time musical tracks created by their brain’s personal experience of taste.

Outcome

For the participants, the event redefined the way that they could experience Heineken, and creativity.

Though only 40 people were invited to attend, coverage reached over 500 000 people, and the Edible Music Experience catapulted a campaign that not only earned 19 million impressions and 10% greater share of conversation than the competition, but it resulted in the new 330ml can being voted a People’s Choice Product of the Year in South Africa.

Relevancy

Heineken’s Edible Music Experience was an interactive promotional event that pushed the boundaries of digital innovation, making use of interactive, wearable technology to allow participants to interact with and experience the brand as never before.

Strategy

The campaign was targeted at creative influencers – culture-makers who set the tone for what’s “cool” to the mass market in Johannesburg, South Africa.

We invited 40 of them to this event, intending to get coverage for the launch of Heineken’s new pop-up creative lab where this event was hosted.

To win these influencers over we designed an experience that would allow them to experience creativity, and Heineken, in a way they never imagined – to experience the flavour of Heineken as personalised music.

The Edible Music Experience taps into two passion points for our consumers and our influencers - music and innovation.

Synopsis

Heineken was about to trial-launch a new 330ml can in South Africa.

The 330ml is their most profitable sales unit, but it’s also the most expensive per millilitre. Sales of the 330ml have been in severe decline because consumers just aren’t willing to pay that price for Heineken.

The relaunch of this newly designed 330ml was a last shot at reviving the SKU before it was taken off shelves forever.

Our brief was to create a campaign that would make this new can synonymous with “cool” – a campaign targeted at the creative elite of Johannesburg.

We build a pop-up creative lab – a space designed to ignite extraordinary creativity around the new 330ml can.

The Edible Music Experience was key to that campaign. It launched Heineken’s pop-up creative lab to the country.

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