The campaign spans print, digital, PR, radio and content creation with Heineken’s key opinion leader community, plus on-ground engagements. Running through January, it focuses on creating awareness about Heineken Thirst and on encouraging fans to interact and participate with specific engagements.
The campaign targets fans of electronic dance music and music festivals in Malaysia and around the region. The brand expects it to reach more than four million urban residents aged from 18 to 30.
Jessie Chuah, marketing manager at Heineken Malaysia (pictured below), placed the value of the campaign with Rev Asia at RM1-million (US$312,000). Rev Asia, formed from the merger of selected Catche Media subsidiaries and Says Sdn Bhd, claims to offer brands a monthly audience of 14 million people through various media properties.
The partnership allows Heineken to have expansive content marketing and advertising across Rev Asia’s print and digital media outlets, including JUICE Malaysia and Singapore, Clive, M!nt, Hanger, MSN Malaysia and Lowyat.net, as well as social media seeding via Says.com’s 8share and the magazine’s online portals, Facebook pages and Twitter accounts, as well as various on-ground activities.
In addition, the media company has produced a special 13th edition of JUICE for print and iPad in conjunction with the event series.
The Heineken Thirst x JUICE Pre Party Series will see Heineken and Rev Asia’s regional street culture brand JUICE pair up to produce a three-city music event, with the aim of bringing the Heineken Thirst experience to the brand’s key market centres outside of the Klang Valley. The tour will visit Ipoh (16 November), Penang (23 November) and Johore Bahru (30 November).
In Klang Valley itself, Heineken Thirst has started a countdown to the main event with its Heineken Thirst x KL Pre Party Series, which includes four music events at clubs Vertigo (7 November & 9 December) and Zouk (23 & 29 November).
Chuah said the partnership with Rev Asia, plus investments in other channels, will deliver a meaningful, innovative and interactive music festival.
The Heineken Thirst festival features top international DJs such as David Guetta, Afrojack, W&W, Nervo, Example, Madeon and R3hab, as well as Malaysian DJs Goldfish & Blink, BATE, Xu and Bunga.
The event will be held on 14 December at Sepang International Circuit, Kuala Lumpur.