Heineken Silver Smooooth Warehouse Party
Surprising Singapore with an unexpectedly smooth escape.
With younger consumers straying from the strong and bitter taste of traditional lagers, Heineken released Heineken Silver, an all-new lighter lager catering to these changing tastes.
To showcase the unexpectedly smooth taste of Heineken Silver, and make it relevant to our Gen Z audience, we needed to launch it with an unexpectedly smooth experience that tapped into the current zeitgeist.
Refreshing a city thirsty for entertainment.
With gatherings at bars and clubs restricted over the course of the pandemic, it had been two years since major music acts had visited. People were crying out for any form of live entertainment that could take them away from the repetition of day-to-day pandemic life.
We needed to give this entertainment-starved generation an experience that would make them feel free from the restrictions and rules that have burdened them for the past two years and transport them somewhere fresh.
The epic surprise party no one saw coming.
With Covid rules continuing to ease, we saw a window to introduce Heineken Silver with an event that would take the whole city by surprise as lockdowns ended, giving our audience an unexpectedly smooth experience as well as a refreshing introduction to Heineken Silver.
Working with our friends at Idea Fabrik we put together a lineup of world famous DJs that hadn’t visited Singapore for years, and created a temple to dance and play inside an old power station. A venue that transported people to another place and time, reminiscent of the warehouse raves of Berlin, Manchester and New York.
With event restrictions finally removed, we invited the public to join us for an epic surprise warehouse party.
Unexpectedly smooth experiences everywhere you looked.
The long-dormant Pasir Panjang Power Station was electrified, becoming a green-filled factory of fun. Inside, guests found a dedicated beer garden featuring a 25-metre bar, podium seating and a food truck area. Our smooth gaming zone featured a range of classic arcade games as well as cutting-edge VR experiences. The custom-built smooth star photo booth became an instagrammable hit, with queues for photos taking up to 40 minutes.
At the centre of it all, an epic smooth stage with screens towering 20 metres above the crowd. Controlled by one of Europe’s top stage lighting and visual artists, our screens broadcast dynamic visuals that synced with the music, taking the crowd on an unexpectedly smooth visual journey throughout the night.
The hype was real.
The event was a blockbuster hit, completely selling out and attracting the biggest stars in town. Such was the interest, that we were unable to facilitate a high number of requests for tickets from influencers and A-listers.
The biggest party of the year.
By providing an entertainment-starved generation with an unexpectedly smooth surprise after years of lockdown, our Heineken Silver launch was a massive success, leading to record media coverage, PR impressions and social interactions for the brand.
Results
28M impressions.
3,954 guests attended the event on a Wednesday night.
961 total pieces of media coverage.
846 pieces of social media coverage by KOLs.
113 pieces of social media coverage by the media.
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