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A Sizzling Launch for Heineken 3

The Challenge

With moderation of alcohol consumption on the rise and consumers still wanting to imbibe during a lazy summer’s day, Heineken was launching a new brand, Heineken 3, its first mid-strength beer offering great taste, lower calories and lower carbohydrates. This was Heineken’s biggest product launch in 20 years, and Australia was first to market.

We needed to create awareness of Heineken 3 and its functional benefits, position it as enabling consumers to ‘have it all‘, build an affinity for the ideal occasions for Heineken 3 in the lead-up to summer and drive trial.

Heineken 3’s Summer in Winter

The Solution

We created summer in winter by building a giant conservatory over an outdoor rooftop pool in Sydney’s new 5-star Primus Hotel, heating it to 30 degrees so guests could party in board shorts and bikinis to the sounds of top DJs, play beach volleyball, enjoy ice-creams, a BBQ and Heineken 3, all while it was 6oC and raining outside.

Media and influencers were first to experience Heineken 3’s Summer in Winter, after a special tasting and briefing in the hotel’s Presidential Suite. A consumer event took place the following day.

The Results

500 people attended the two-day event
100+ media clips, reaching 32.4M (with a very commercial story!)
10.3M cumulative reach through social
Hundreds of posts from celebs and influencers
Sales15% above target, 21% share of the mid-strength beer category
11.9% of beer drinkers have trialled – more than its mid-strength competitors
Opened new consumption occasions – 52% of consumers drinking it in addition to another beer
Named in the “Top five experiential events of 2016” by global industry bible ‘Event’
https://www.youtube.com/watch?v=zCcGCFTa7Ek

Categories

Alcoholic beverages
Consumer marketing
Experiential
Event management
Media relations
Influencer relations

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Creating Malaysia Fest 2016

The Challenge

Red Agency was given the daunting task by the Malaysia External Trade Development Corporation (MATRADE) of conceiving, planning and executing the staging and promotion of Malaysia Fest 2016, a two-day celebration of all things Malaysia to take place on 4-5 December 2016. We needed to get at least 25 booth-holders and 15,000 visitors, despite having a restricted budget, no venue and just five weeks during the pre-Christmas rush to pull it off.

MALAYSIA FEST 2016

The Solution

We secured Pyrmont Bay Park, mapped out a multi-layered, sensory experience to promote Malaysia as a perfect holiday destination, Malaysian cuisine, the fashion and lifestyle scene, and the country’s unique culture, and activated our contacts as well as MATRADE’s own database to quickly fill the booths.

At the centre of the action was a bright, branded stage, the focal point for an ongoing entertainment program including cultural displays, music, dancing, cooking demonstrations and destination films, curated by Red. We staged an opening ceremony and hosted Honourable Dato’ Sri Mustapa Mohamed, Minister of International Trade and Industry on a walk-around.

A website was created as the promotional hub, while Facebook and paid digital advertising campaigns, earned media outreach and flyer distribution drove awareness, buzz and key message penetration.

The Results

Despite the enormous timing, cultural and budget challenges, the event was a huge success and delivered beyond the KPIs set.

18,300 Malaysia-lovers attended – 3,300 over target
35 booth-holders secured – 10 over target, with takings ~$100K
60+ positive stories including major metro newspaper pieces
Facebook event attracted 6,300 interested in attending, 1,200 definitely attending and 2,200 shares
Digital event ads drew 5,535 responses – $2.92 per response
Engagement ads drew 419 responses – 64c per response

Categories

Trade development
Travel and tourism
Food and hospitality
Consumer marketing
Integrated campaigns
Experiential events
Event management
Social media
Digital advertising
Stakeholder management

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Western Sydney Uni UNLIMITED

The Challenge

Our brief was to relaunch the University of Western Sydney (UWS) as Western Sydney University, embrace the cultural diversity of its home, help build pride in Western Sydney and change how people think of it. A disruptive strategy was required to reshape views of the area and the University’s role in it, and make the University a more attractive place for students.

Sudanese refugee lawyer Deng Adut

The Solution

Our strategy was to seed the rationale for change through earned and social media, drive interest in the University’s Open Day to unveil the rebrand, and hero alumni stories embodying diversity and the new brand via content and earned media.

We ran a teaser social media influencer engagement program coined #NewWS to champion viewing Western Sydney through a new lens leveraging high profile people from, or connected with, Western Sydney and the University, placed University stories in mainstream media and officially unveiled the new brand at a media launch.

To launch the new brand with a bang and immerse prospective students and community members into the new look and feel university, we created an ultra-modern Open Day experience.

We then gave media access to the storytellers of the rebrand campaign, closely working with one graduate, Sudanese refugee lawyer Deng Adut who was taken from his family at five and turned into a child soldier. We ensured the detail of his education was told through earned media.

The Results

1000+ earned media items (July-September) including every major broadcaster
The Deng content trended at the top of Facebook and Reddit for 48hours
Deng’s film attracted 2M+ views across Facebook and YouTube (over 200k views before any paid support!)
50%+ growth of University social profiles
128% uplift in Open Day attendance
7% increase in school leavers putting WSU first preference

ABC’s Gruen called the campaign their ‘best of the year’ and commentators around the world have celebrated the work as a new benchmark for higher education marketing. The campaign was so successful and the story so compelling, Deng was asked by the New South Wales Premier to give the prestigious keynote address at Australia Day in 2016 and he has also signed a book deal.

Categories

Education
Consumer marketing
Stakeholder management
Advocacy
Social media
Influencer relations
Media relations
Event management
Experiential events
Integrated campaigns

Deng Adut is the co-founder of leading Sydney criminal law firm AC Law Group. More on his incredible life story can be seen on Deng’s personal website.

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