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  • SUB CATEGORY :
    DIRECT CAMPAIGN FOR LAUNCH/RE-LAUNCH
  • 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 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 that literally rocked the country. Heineken pioneered electronic music in Vietnam, the launch of our new can was the perfect opportunity to reignite this innovative spirit. 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. What if we could find a way to let our drinkers play with these two-letter combinations and match them to the names of some of the hottest local and international artists? . 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.
  • THE BRIEF :
    Heineken, one of the oldest beer brands was ageing fast in Asia’s fastest growing beer market with an emerging younger beer drinking audience. Vietnam, a highly demanding and competitive beer market is flooded with a lot of new brands with emerging craft beer brands doing cooler relevant work catering to this growing young audience. Sleek cans aren’t exactly new news and other beer brands have launched their sleek cans with heavier marketing efforts, way before Heineken. To break the perception, it will take more than just a packaging change. We needed to reimagine what a Heineken sleek can, can do for them.
  • THE STRATEGY :
    Open any convenience store fridge and there is a good chance (whether you’re reaching for a beer or not) you will end up with a sleek can in hand. While the launch of a new 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, we would have to elevate the drinking experience and look at this from an entirely new angle.
  • THE EXECUTION & CRAFT :
    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 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 :
    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. 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
    - Share of voice: HNK ranked #1
    - Sentiment score: 0.99 (almost absolute, which is 1.00).