Heineken • Music In A Can
2022 • Alcoholic drinks - beer • Vietnam • SEA
Heineken did a campaign using a unique twist by allowing consumers to match two-letter combinations on their cans to the names of popular artists.
-
The big idea of the campaign was to launch a new, sleek can design for Heineken in Vietnam and reposition the brand among young adults. The campaign aimed to leverage the popularity of electronic music in Vietnam and create a unique and immersive experience for consumers by partnering with Spotify. The innovative use of Letter Recognition AI and AR technology allowed users to scan the can and unlock personalized virtual concerts, creating a strong connection between the brand and the music scene.
-
The challenge of this campaign was to change the perception of Heineken Original in Vietnam's competitive beer market. The brand needed to update its packaging to appeal to young adults who preferred sleek cans. Additionally, the campaign aimed to elevate the drinking experience and create a unique and engaging interaction with the brand.
-
The target group of this campaign was young adults in Vietnam.
-
The campaign resulted in the sale of 23.3 million Heineken Sleek Cans, achieving a 40% growth rate compared to the previous year. Users spent a total of 5,200,000 hours listening to Heineken generated music tracks. The campaign also saw exceptional engagement, with 546,000 shared playlists across social media platforms. It reached a total audience of 25.2 million people and generated 7.4 million engagements. The campaign exceeded its target metrics by over 210%.
