Publicis Communications M
Heineken Malaysia Berhad
Heineken
Launch Heineken global’s new music platform, Live Your Music, in Malaysia by changing belief that Heineken is not just another global sponsor, but shares the target audience’s passion for discovering new music experiences.
THE TARGET AUDIENCE
The Heineken man isn’t your ordinary Joe. He’s searching for new music experiences that is fresh and novel, that enriches his life and makes him stand out as the interesting and cool one amongst his friends.
THE IDEA
Introducing Heineken Live Your Music presents The Takeover.
We went across the country, taking over common ordinary places frequented by our audiences and radically transforming it to immerse our Heineken audience in new music experiences.
Cafe Takeover
First, we took over popular cafes and elevated the brunch experience. We surprised and disrupted Malaysians at brunch with a surprise spin from DJ Wai Hong as he played them some weekend tunes as they chilled with their coffee.
Grocery Takeover
We continued this by enriching our Heineken man’s mundane grocery run. We took over Bens Grocer @ Publika with a DJ Ashley Lau.
Nationwide Club Takeover
Then, we scaled up as we took over and transformed 3 popular clubs.
Group Account Director: Diane Au
Sr. Account Manager: Joanne Clark
Account ManagerL Junz Tan
ECD: Monica Chen
Sr. Copywriter: Cherry Lee
Art Director: Ng Yau Yih
Art Director: Hor Yuenkin
Sr. Designer: Thomas Tan
Social media manager: Benjamin Foo
Client _ Marketing manager: Loh Ee Lin
Client _ Brand Manager: Carmen Chong
