Heineken was going to launch for the first time in the Philippines. This newcomer in the Philippine market wanted to create brand awareness with one battlecry: Open Your World. To do this, the brand didn’t just create a 360 campaign. It created a 360 game.
The game started with the first set of clues planted in invites that led players to the grand launch.
Online videos embedded with even more clues were released to drive players to the game. We uploaded 3 mystery bars in 3 different cities in the world. They could be anywhere.
360 photos contained the last set of clues so that players could finally guess where in the world each bar was located.
The “Bars of the World” concept was transposed into a party-ready set design whose circular configuration places people at the centre, allowing the Heineken brand message to be experienced in an emotional and authentic fashion.
The event turned one of the country’s biggest event spaces into an immersive, authentic simulation of bars all over the world – experiencing Amsterdam, New York, Ibiza, Tokyo, and Rio, mounted in the biggest immersive 360 LED set-up, and engineered authentic experience through world-class acts showcasing Architecture, Interior Design, Gastronomy, Music, and Entertainment.
Interactive touch wall was created for the launch to tell the brand story.
The launch became one of the country’s most groundbreaking event designs and helped Heineken emerge on the digital space as the top rising query in the country’s beverage category.
RESULT
One of the Philippines’ most successful launches.
Over 36M reach on Facebook. Best-in-class video performance on Youtube leader board.
250% increase in queries, making Heineken the top-rising query in the country’s beverage category.
Most memorable newcomer beverage brand.
RECOGNITION
German Design Awards
Best in Communications Design Event
Singapore Marketing Events Awards
Best in Event Branding