Sophie Chen
Jan 22, 2014

CASE STUDY: How Heineken got partygoers to ‘Drink less, dance more’ at ZoukOut

Heineken created an artifical sunrise powered by dance steps to encourage moderate drinking.

Heineken created an artifical sunrise powered by dance steps to encourage moderate drinking.

Background

ZoukOut, an annual dance music festival in Singapore, attracts thousands of partygoers every year, who party from dusk to dawn through to the final Sunrise set’ on Siloso Beach at Sentosa Islandwhere people actually can’t witness a sunrise due to the geographical location.

Aim

Heineken wanted to showcase moderate drinking as an aspirational behaviour, as well as encourage festival attendees to dance more and pace themselves...

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