Heineken® AghPay

Agency

Star Reacher Advertising Sdn Bhd

Client

Heineken Malaysia Berhad

Product/Service

FMCG – Alcoholic Beverage: Lager

Brief

From Heineken®’s global proposition of ‘Unique balanced taste for that first ahhh,’ we needed a local top spin that would remain relevant and resonate with Malaysian consumers enough for them to pick up a Heineken® over other brands. As a premium beer, Heineken® sits at a slightly higher price point compared to its competitors, especially with the second highest beer tax in the world, making it an uncommon choice for consumers.

And thus, the local activation was borne from the observation that the more your day makes you go agh, the more you need that Heineken® ahhh.

Solution

We introduced AghPay, a playful payment method where we harnessed consumers’ agh sounds and turned it into a currency that could help them pay for real pints of Heineken®. This was done online with Instagram and our microsite, as well as on-ground with our AghPay credit card machine and our AghTM, an ATM-inspired version.

Consumers only had to shout into an AghPay connected device, and our AI voice analyser did the measuring. The longer, louder, and more annoyed the agh, the higher the AghPay credits earned, ready to be spent online via Shopee, or redeemed via vouchers in bars for a proper pint, ensuring consumers got to their first ahhh with Heineken®.

Credit

Chief Creative Officer: Emir Shafri
Executive Creative Director: Iska Hashim
Associate Creative Director: David HK Tan
Creative Group Head: Vickknesh Weaver-Raj
Art Director: Julian Ng & Diyana Yusof
Senior Designer: Diyana Yusof
Copywriter: Jing Jie Chang & Dzafira Dzulkifli

Managing Partner: Poh Li Lee
Group Account Director: Myra Chua
Senior Account Director: Ivan Teh
Associate Account Director: Michelle Chang
Account Manager: Sarah Law
Account Executive: Iris Ong, Leong Harn, Choy Weng Jo

Heineken® Malaysia Marketing Manager: Joyce Lim
Heineken Malaysia Marketing Manager : Shaun Lim
Heineken® Malaysia Senior Brand Manager: Jen Lyn Sin
Heineken® Malaysia Brand Manager: Deloris Jilan

Head of AV: Nisha Khirudin
AV Producer: Ying Ying Yap
Junior AV Producer: Kyle Hon
AV Editor: Sam Chia
Prodigious Director of Content Strategy and Digital Production: Marlo Ongpin
Prodigious General Manager: Kiam Seng Koh
Prodigious Executive Digital Producer: Gensy Chong
Prodigious Associate Account Director: Chuah Jia Ying
Prodigious Full Stack Developer: Vicky Lee
Prodigious Senior Digital Project Manager: Kelly Ng
Prodigious Senior Digital Project Executive: Chin Kar Jian
Prodigious Senior Content Publisher: Tee Jin Jun
Prodigious Senior Frontend Developer: Choon Chee Shyan
Prodigious Frontend Developer: Emily Cheah
Prodigious Web Developer: Cecilia Wong
Prodigious Technical Lead: David Yap
Prodigious Print Production Manager: Dereksan Ooi

Strategic Planning Director: Galen Lau
Strategic Planner: Ji Fung Chiew

Companies
Media: DentsuX Malaysia
Activation: Sambal Lab