Idea

A number of brands dominate the music space, but the opportunity is to own the technology meets music space and as such ‘Original Sound Experiments’ was born. In year one, we co-designed a program testing the hypothesis ‘Can you see music’.

Approach

More than just a typical dance event, the Heineken Green Room immerses party-goers in a sensory musical experiment driven by technology. We created a visually impactful experience that included bespoke graphics shown on 2m spherical projection screens or ‘Orbs’ flown above the crowd, peaking at a key ‘Heineken Moment’ where we created a bespoke music and graphics track with light show. Consumers interacted with a custom built app that tracked their energy against a 6 hour bespoke graphics set projected on to a 360 degree suspended screen in over 30 clubs across Asia Pacific. The app also contained 10 filters to add to their photos and beam their own face to the screen and triggered a countdown to the pinnacle Heineken Moment at every event. Results of the experiment were sent to every attendee the next day in the form of a ‘data selfie’ that also showed their energy statistics and visual highlights from the night.

Results

 

Over 30 events in 17 cities across APAC
12.5m people ‘saw the music’
PR value of SGD$3m

Memories Created:
115118
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Lizi Hamer
Creative Director, Arcade
Arcade_logo
It was absolutely brilliant to work with you on the campaign, the technology and the delivery. Seeing it all come to life together in Tokyo and beyond was a dream come true and made the 4am finish testing weeks well worth it!

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