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Our task was developing a new concept for the Heineken Music Festival with an intergraded advertising campaign. The target audience for this campaign was regular Heineken drinkers, male in their middle 20’s. The challenge was to position Heineken as the cutting edge music brand.

Music has changed significantly over the past number of years and for the masses that Heineken Music is aimed towards, the most momentous change that has undergone music in this era is the way it is consumed. For many people of this demographic their Ipods/mp3’s are cranked full of a sea of music that is simply rarely even listened to.

Without the symbolic purchase, unfolding the sleeve and the look through the lyrics, many of these bands and songs get lost and forgotten in the insurmountable mp3 filing cabinet. For many music lovers what makes the experience of new music interesting and complete is live music, this is what will makes you remember a band, love a band. Music does not come from iTunes, it comes from the hearts and souls of musicians. Music is not a static thing. It is a living-breathing organism. It is live and alive. It beats.

Heineken Music - Where the beat comes alive.

Loyalty card

A loyalty card would maintain people to be aware of and attend music events. Owners of the Heineken loyalty card will collect points by attending Heineken music events and by be active on the Heineken music social community pages. Collected points can used for buying music event tickets or to get backstage passes etc.

Digital - Tag the bottle

To drive traffic to the Heinekens music Facebook page, members can earn loyalty card points by posting photos from Heineken events.  Also, the first people tagging Heineken bottles from photos posted by Heineken will receive free tickets to music events. Promotions as such will be posted on the twitter page.

The campaign was to encourage people not to discard gums on the streets of Dublin. Hundreds of shoes were stuck to the ground on one of the shopping streets in the city centre of Dublin with the message ´Better Stuck in the bin’. With only small budget, the campaign got a lot of publicity in media and blogs. This project was a part of my Internship with QMP Publicis, Dublin. Head creative: Ger Roe.

In a survey conducted by National Endowment for the Arts (NEA) literary reading is in a drastic decline particularly among young males. Non-literary readers were shown to be less likely to be involved in cultural, sports and volunteer activities then literary readers. The proposition of the campaign was to encourage young males to read a good book and to make them realise that reading a book is an active experience in contrast to watching a movie, which is a passive experience.

I have never heard someone saying the movie was better than the book and I started to wonder why that is. Reading a book is an active experience; the images and the sounds are not provided as in a movie, it’s something you create yourself. Your imagination creates a personal touch to the story. Books not only stimulate you creatively but also give you more knowledge and understanding as you look at the world from a new perspective through the author’s eyes.

Meteor is one of the leading phone operators in Ireland. The strap line M’usic is Mobile with Meteor. Reach it Everywhere’ explicitly places Meteor as the network for music while reinforcing the coverage message that you can download music on your mobile anywhere. The music is represented by a colourful montage of illustrations which could include a drawing of the featured artists on the Meteor website or just a stylised version of a musician/ musicians. Other illustrations could feature contemporary images such as foliage, anchors, birds and music notes (see reference).

Digital – Reach your friend with your song

On Meteor’s website customers will be able to send personalised songs to their friends. The idea is that you can choose from a numbers of background melodies and lyrics by ticking boxes. A link to the song can then be sent to your friend via sms or pages such as twitter and Facebook.