We delivered a series of virtual Heineken® 0.0 experiences that engaged and interacted with Heineken® fans during the MCO period.
CLIENT | Heineken® 0.0
OUR SERVICES
- Communication Strategy
- Content Development
- Influencer Engagmenet
THE BRIEF
Heineken® has been synonymous with social experiences since 1873. With social distancing now in place across the world, Heineken® wants to keep socialising, but in a responsible way. In conjunction with the global campaign #SocialiseResponsibly, Heineken® Malaysia wants to continue to engage with their fans during this Movement Control Order (MCO) period while still encouraging them to stay at home.
INSIGHTS
Over the years, Heineken® has been a leader in the music scene. With its recent launch of Heineken® 0.0, the brand has expanded into various lifestyle occasions including fitness.
During this social distancing period, we identified that both fitness and music have been one of the top virtual content trends on social media, which are perfectly aligned with the brand’s DNA.
OUR OBJECTIVES
To bring the global campaign #SocialiseResponsbily to life in Malaysia.
OUR STRATEGY
We leveraged the current virtual content trends to create a Heineken® social media experience that resonates with Malaysian fans while still encouraging them to #SocialiseResponsibly at home during the MCO Period.
THE IDEA
#SocialiseResponsibly At Home with Heineken® 0.0
We worked with various Heineken® personalities, from music to fitness enthusiast, to bring a series of virtual Heineken® 0.0 experience to life on both @HeinekenMY and personalities’ platforms.
DELIVERY
Heineken® 0.0 Presents Instagram Live
We partnered up with top Malaysian DJ, Blink (@blink_mys) and star fitness instructor Yi Ping (@yipingteo) to host a series of Instagram Live sessions on their respective platforms which allowed the brand to tap into the personalities’ network and engage with the right target audience.
#TeamBootyPopping Session
with Yi Ping
A high-energy, 45-minute IG Live workout session hosted on @yipingteo in partnership with Heineken® 0.0. More than 600 #fitfam joined virtually and challenged one another to have fun while staying responsible.
“Take(s)Away" Monday Blue
with DJ Blink
Supported by Heineken® 0.0, DJ Blink took away fans’ Monday blues through a virtual listening party hosted on @blink_mys. The IG Live session garnered more than 200 views within the 90-minute session.
Heineken® 0.0 Presents Workout Sessions on IGTV
While Malaysians nationwide stayed at home and practised social distancing, Heineken® 0.0 continues to provide fresh virtual connecting experiences through @HeinekenMY Instagram IGTV to get their fans rejuvenated. We collaborated with a series of Malaysian star fitness enthusiasts to create a series of high energy, engaging and interactive workout sessions covering HIIT (high-intensity interval training), dance and full-body workouts.
Dance with Maybelline Wong
A step-by-step dance routine workout, curated by one of Malaysia’s top dance and fitness talents which got fans moving to the beat right at home.
(Instagram: @definitelymayb_)
HIIT with Yi Ping
Celebrated fitness instructor, Yi Ping came back for another session to connect with her #fitfam on all levels from their living rooms with her exclusive HIIT session using minimal equipment on @HeinekenMY IGTV.
(Instagram: @yipingteo)
Workout with Alex Chee
No gym? No problem. Fitness personality, Alex encouraged fans to connect with friends (virtually) to work up a good sweat together at home by incorporating simple bodyweight techniques with creative use of household items to achieve a good full-body workout.
(Instagram: @alex_cyk)
The Heineken® 0.0 Challenge
We took the Heineken® 0.0 Workout Sessions on IGTV up a notch by hosting the Heineken® 0.0 Challenge on the personalities’ platforms to build a deeper connection between the brand and its fans.
30 lucky fans who took up the challenge hosted by their favourite instructor and shared it on their Instagram won Heineken® products.
EXPLORE HOW WE CAN GET MAD TO BRING YOUR BRAND TO LIFE
EXPLORE MORE
A festival within a festival at Heineken® Starclub. Elevate your music experience with panoramic views of the festival and starlit surprises from Malaysians top DJs and producers, only at Heineken® Starclub.
#MeetMeAtStarClub and #LiveYourMusic at Good Vibes Festival.