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  • SUB CATEGORY :
    USE OF AUDIO
  • COMPANY ENTERING :
    LEO BURNETT, HO CHI MINH CITY
  • TITLE :
    JUKE "MUSIC IN A CAN"
  • BRAND :
    HEINEKEN
  • ADVERTISER :
    HEINEKEN VIETNAM
  • AGENCY :
    LEO BURNETT VIETNAM, HO CHI MINH CITY
  • CHIEF EXECUTIVE OFFICER :
    KATE BAYONA-GARCIA
  • CHIEF CREATIVE OFFICER - MEA & ASIA :
    NATALIE LAM
  • CHIEF CREATIVE OFFICER - PUBLICIS WW :
    BRUNO BERTELLI
  • CHIEF CREATIVE OFFICER :
    PAOLO GARCIA
  • EXECUTIVE CREATIVE DIRECTOR :
    CHANDU RAJAPREYAR
  • ASSOCIATE CREATIVE DIRECTOR :
    YEN DANG
  • ART DIRECTOR :
    KIT NGUYEN HUYNH/DANIEL TINGCUNGCO
  • COPYWRITER :
    HA VY NGUYEN
  • CLIENT SERVICE DIRECTOR :
    HIEU NGUYEN
  • ACCOUNT DIRECTOR :
    ANH NGUYEN
  • ACCOUNT MANAGER :
    TISDALE VAN AN LE
  • ACCOUNT EXECUTIVE :
    HAU NGO
  • STRATEGIC PLANNING DIRECTOR :
    KATIE HUYNH/TRANG CHU
  • MEDIA AGENCY :
    DIGITAS VIETNAM, HO CHI MINH CITY
  • GENERAL MANAGER :
    JULIAN BRZOSKA
  • TECHNICAL DIRECTOR :
    NGUYEN VO
  • UX/UI LEAD :
    TRUONG NGUYEN
  • DIGITAL PRODUCER :
    QUAN DO
  • PR AGENCY :
    MSL VIETNAM, HO CHI MINH CITY
  • GENERAL MANAGER :
    MELISSA CARANTO
  • DIGITAL MANAGER :
    TAN TRAN
  • FILM PRODUCTION COMPANY :
    PRODIGIOUS VIETNAM, HO CHI MINH CITY
  • MANAGING DIRECTOR :
    STUART HOWE
  • EXECUTIVE PRODUCER :
    MAI NGUYEN
  • MOTION GRAPHICS DESIGNER :
    DINH THI KIM XUAN
  • MOTION GRAPHICS EDITOR :
    NGUYEN NGOC MINH HA
  • SPECIAL EFFECTS COMPANY :
    BT STUDIO, HO CHI MINH CITY
  • CAMPAIGN SUMMARY :
    Every conversation about the Heineken brand begins with…. “We don’t sell beer, we sell experiences”. This one-of-a-kind launch for the sleek can was conceived to transform our most powerful owned media property, our cans into an immersive, personalized experience for music and beer lovers across the country.

    Heineken, one of the oldest beer brands was aging fast in Asia’s fastest-growing beer market with an emerging younger beer-drinking audience. While the launch of a new sleek can was a big thing for us, it wasn’t a big deal to young drinkers. If we wanted to send a signal that this was more than just a simple packaging change.

    This one-of-a-kind launch for the sleek can was conceived from the very beginning as a unique brand experience that combined the power of music, the perfect strategic partnership, and an unexpected engagement mechanic to create an immersive experience.

    We started with a simple observation. No matter what angle you look at the sleek can, only two letters of the brand name are visible. The execution makes HEINEKEN SLEEK CANs magically transform into a DJ turn table to create their own mix of music, and listen while they sip their beer on the world’s largest music platform, Spotify using AI Letter recognition and Augmented Reality.

    When users scanned the can, every turn of the logo unlocked an exciting new audio-visual experience. The different two-letter combinations enabled our audience to add artists’ names that matched the two letters to create their own unique playlist, creating an additional layer of engagement with the brand.

    The results were off the charts. Over the campaign period we sold 23.3 million Heineken Sleek Cans which translated into a 40% growth rate vs the previous year and much more.
  • THE BRIEF :
    In Vietnam’s young, highly competitive, fast growing beer market, Heineken Original was ageing fast. One of the most visible signs, was our packaging. Brands winning with young adults had already shifted to sleek (tall & slim) cans. Heineken was still holding onto the traditional (short & fat) one. We realized, to change their perception of us, we had to change our cans first. But changing cans alone would not be enough we would have to build a connection with their biggest passions. Music and mobile technology.
  • THE STRATEGY :
    To stand out in a sea of music collaborations, we would have to elevate this beyond simple streaming partnership with Spotify to create a unique experience that only Heineken could deliver. This would allow us to send a signal that this was more than just a simple packaging change. It was an immersive drinking experience that transformed our cans from being more than a vehicle for great beer into becoming a way for us to demonstrate that Heineken was once again a music pioneer that embraces new technology
  • THE EXECUTION :
    Forming a first of its kind partnership with Spotify, gave the brand unprecedented access to a roster of artists that would have been impossible to sign individually. The experience was enabled by bespoke technology which included Letter Recognition AI and an AR (Augmented Reality) algorithm that transformed every can into a personalized virtual concert. When users scanned the can, every turn of the logo unlocked an exciting new audio-visual experience. The different two letter combinations enabled our audience to add artists’ names that matched the two letters to create their own unique playlist, creating an additional layer of engagement with the brand.
  • THE RESULT :
    Just by making our BEER CAN's the media our results went off the charts. Over the campaign period we sold 23.3 million Heineken Sleek Cans which translated into a 40% growth rate vs the previous year. Users spent 5,200,000 hours listening to Heineken-generated music tracks, and from an engagement standpoint, we witness an unprecedented 546,000 shared playlists across social media platforms which smashed all expectations. Everything else was music to our ears.

    - 25.2 million reach
    - 7.4 million engagements
    - 3 million live stream views and over-achieving our campaign target metrics by over 210%.
    - Paid media: Awareness @ 103% & Engagement @ 186% vs. KPIs
    - FB Resonance: measured by VCR, at 58% vs 45% benchmark
    - YT Resonance: measured by VCR, at 96% vs. 93% benchmark