Heineken: Shoot the Music

Beer brand Heineken wanted to get Thai users to try the brand - and therefore reverse its decline in sales - through targeting urban, white-collar Bangkok citizens aged between 20 and 32.

Heineken: Shoot the Music

Iain White and Rafiq Ridzwan

Campaign details

Brand owner: Heineken InternationalAgency: JWT BangkokBrand: HeinekenCountry: ThailandChannels used: Cinema, Direct marketing, Events and experiential, Internet - display, Internet - microsites, widgets, Mobile and apps, Online video, Public relations, Social media, Sponsorship - event or property, Word of mouth and viralMedia budget:500k - 1 million

Executive summary

Someone got shot. Lots of people were shocked. Heineken sold lots of beer

To create real engagement and excitement in a way intimately linked to the brand (which is about opening...

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