Heineken
Touch The Music
APAC
With Heineken and Arcade, our team was tasked with conceptualizing and art directing an experience that allowed for cost-effective modularity within its rollout plan into multiple APAC markets. The purpose of this project was to unlock new sensorial experiences for Heineken’s consumers through years of sonic experiments across Asia. To achieve this objective,,. we first worked with the clients to understand the implementation strategy whilst keeping within production constraints.
Role: Creative Lead (Art)
Agency: Arcade Singapore
I had the privilege to work with: Kayla Chia, Isaac Tan, Angelina Tan, Lesley John, Benjamin Kwek, Lizi Hamer, Mark Taylor, UntitledSG, Rebel&Soul, Prosecution
TOUCH THE MUSIC
TOUCH THE MUSIC
TOUCH THE MUSIC TOUCH THE MUSIC
The strategy: Lean into the thirst for new sensorial experiences..
Relish in the brand (Heineken) as a gateway to these new portals of entertainment..
..and Open Your World to new, unexpected musical adventures.
Bringing futuristic droids to life
By collaborating with the technical creative powerhouse Untitled, we conceptualized the visual and mechanical properties of 4 unique droids based on the premise of sensations. These four sensory pillars would permeate through the audience through the event night by way of mobile droids and bespoke sensory machinery in each party. We formed asset banks for markets Thailand, China, Laos, Papua New Guinea, Indonesia, Cambodia, Singapore, Vietnam, and Hong Kong.
The Results
3 million Impressions on Facebook and Instagram
27 Parties conducted in a span of 3 months, with a total of 120,000 consumers attending throughout the APAC region.
60% Increase in digital impressions for Heineken within Southeast Asia.
Extended campaign for 3 months with additional 2 sets of droids produced based on popularity within Vietnam, Cambodia, and Mongolia.
