Heineken Jammin’ Festival

The Brief: Brand Awareness Campaign through music.

Assignment: Appointed by Heineken International in Holland, we were asked to design and implement an integrated marketing campaign to position the Heineken brand as the favourite premium beer. We were asked to organise and monitor all promos including signing international names to perform during a large scale outdoor concert.

Strategy: A series of live rock / dance events around Malta’s top night venues – titled "The Heineken Jammin Tour", were organised. These would help promote and build hype for a big outdoor concert with international and local artists (the fi rst of its kind in Malta). The concert was promoted as the Heineken Jammin’ Festival. During the festival, A CD compilataion with original tracks by local artists that have participated in the Jammin’ Tour was launched for sale. The proceeds from the album would then go to set up a non profit organisation to promote local talent abroad (The Heineken Music Foundation). This four month integrated campaign quickly created much interest by all music lovers, making the brand the most popular beer in clubs and bars around the island.

All the ideas and names for the events where our responsibility, and as much as possible we tried to link the events and promotions to the brand, for better brand regnition. The CD was then branded, "Green Bottle Collection" as 12 brands/producers participated (inspiring ourselves for the nursery rhyme 12 Green Bottles standing on the wall). Turn out for the concert was great, with more 8,000 people attending, making it as a benchmark for measuring success for other future concerts. Foreign stars included, the Italian music veteran – Antonello Venditti, ATB, Dario G, and Fragma.