Globally-aligned AOR BatesAsia Indochina was engaged to create a local positioning to promote the event, which is part of Heineken’s global association with music. This year, Thirst involves two stages: a national DJ competition and a concert by an international DJ. The event targets young urbanites, with invitations to the concert sent only to those in Heineken Vietnam’s database.
The creative strategy is based on the resemblance between DJ ‘battles’ and hand-to-hand combat. Disco balls, headphones, turntables and vinyl discs have been secured to lamp posts, telephone booths and walls in Ho Chi Minh City, Hanoi, Danang and Can Tho. They were planted to appear like they had been thrown there by warring DJs. “The point was to amplify the excitement of the DJ battles,” said John Sampson, ECD of BatesAsia Indochina. “We know the target group likes the work, because they were stealing the posters before they were even put up.”
BatesAsia Indochina also created executions across print and online media.
The ads aim to encourage amateur DJs to compete in a national contest to find Vietnam’s top DJ. The winner will then perform in Ho Chi Minh City with Thirst’s international act, New York DJ BT.
“Thirst’s international DJ performance is the most sought-after night of the year for clubbers in Vietnam,” said BatesAsia MD, Tue Nguyen.
Marketing material for the vent was adapted from global creative work. Over the years, world-class DJs such as Tiesto and Groove Armada have performed in Vietnam, attracting nearly two thousand partygoers at a time.
Heineken has been available in Vietnam for 15 years, said Nguyen, and is the best-selling beer in the premium category. However, this year the brewer has seen a groundswell of foreign competition, such as Miller Lite and Cronenburg. Still, the country is the only one in Asia-Pacific to sell over a million hectalitres of Heineken beer so far this year.
Meanwhile, in Singapore, BatesAsia has launched a new look for the Heineken Green Room music sessions.
