Heineken F1 Pre-Party 2019
Heineken F1 Pre-Race Party 2019
Heineken
Brief
As the official beer sponsors of the Formula 1 races worldwide, Heineken wanted to kick off the race festivities for the Singapore Grand Prix 2019 with a grand pre-race party. The pre-race party was the first part of a campaign aiming to attract current and new F1 fans by offering a fresh perspective on the experience. Here was the challenge: penetrating the F1 and latent fans to increase brand association for Heineken.
Solution
With the key focus on owning the right F1 beer moments, we organised an invite-only Heineken F1 Pre-Race Party featuring an exclusive DJ set from Australian producer Flume. To score tickets, consumers had to use their smartphones to unlock premium Heineken F1 experiences through AR.
Making full use of the stage elements, we designed a stage that used a combination of lights and visuals for an electrifying performance that screamed Heineken without using their logo. Well-positioned activations throughout the venue provided another opportunity for brand interactions - through the photobooth, the Heineken letters, and the F1 car display. Attendees also got a taste of the brand’s newest product, Heineken 0.0, through complimentary cans.
To gear up for the upcoming Singapore Grand Prix season, F1-themed activities like a pit-crew experience where guests raced to change a tyre in the shortest time possible and a Remote Control Car Racing game.
Leading up to the festival, we also launched a social media campaign the Sunshine Nation channels.
