Onestop Signage and The Perfect Media took Heineken’s interactive outdoor branding campaign to life at Orchard Road, bringing the first Ahh! Experience and left shoppers feeling refreshed.
Production & Fabrication (booth set up)
The entire production process of the Heineken 2024 Activation booth was overseen by The Perfect Media and with the help of the ONESTOP Production crew and led by Heineken’s media and creative teams.
Henieken’s Activation Booth was strategically set up outside Mandarin Gallery, at the junction where heavy human traffic travels to and from Somerset MRT and 313 Somerset. The area was packed with active on-lookers and players. We knew Heineken’s Booth would be another huge success this year.
The booth was set up at Orchard Road, which would serve both as an activation space and a Creative Outdoor Branding Campaign.
Consultation for concept feasibility (booth activities and functions + How it looks like)
With the booth (facing Mandarin Gallery), Heineken’s Activation setup attracted consumers through their Giant Branded Structure and the eye-catching AHH installation. The brightly lit Branded structure made the booth just as impactful as an Out-Of-Home Billboard being placed on the busiest road of Orchard.
At the back of the booth (facing The Heeren), We installed a Large Format Front-Lit advertising banner that captures the attention of both vehicle traffic and human traffic across the road, day and night.
Working with The Perfect Media (TPM) Team was the perfect solution to maximize OOH Branding through this activation campaign. While Heineken handled the media assets and ideation, TPM had the technical expertise to collaborate with ONESTOP and execute production on all ground fulfillment of Heineken’s 2024 Activation booth.
Interactive media activities that allow engagement from our Orchard Road shoppers.
Incorporating interactive media into Heineken’s Activation and branding booth not only amplified the event’s online and offline presence but was also helpful in gathering data for Heineken’s next step in its marketing direction.
Amplified Online and Offline presence
1. Enhance Engagement and Shareability
Interactive events, such as Heineken’s Activation Booth, enchant their audience with aesthetically pleasing elements that delight all five senses. This immersive experience compels attendees to capture and share their moments of wonder through photos and videos on social media and with their friends, spreading word far and wide.
Online Presence: This generates user-generated content that increases Heineken’s visibility and reach online.
Offline Presence: As people are naturally inclined to attend experiential events with their friends, this tendency organically spreads the word and increases traffic to the event.
2. Personalised Experiences and Direct Engagement
With the opportunity to personally interact with attendees at the booth, Heineken is able to create personalised and compelling experiences, forging unforgettable memories that last for a long time.
Online presence: Attendees share exclusive glimpses of their unique experiences on social media, fostering a sense of exclusivity even on online spaces. This aura of special access entices others, enhancing online engagement as participants revel in being part of such an enjoyable event.
Offline presence: These positive experiences encourage positive word-of-mouth and foster brand loyalty, leading to increased brand recognition and driving sales.
3. Multi-Channel Marketing Integration
Such events offer opportunities for multi-channel marketing that spans online platforms and traditional media coverage. Coordinating these efforts ensure consistent messaging and impactful results.
Online Presence: Brands can reach out to their audience across social media, email newsletters and digital advertisements.
Offline Presence: Integrating offline promotional strategies such as advertising on traditional billboards or partnering with businesses or influencers broadens the event’s reach beyond digital channels.
Interactive Events That Captivate All Five Senses
With the right activation of space, OOH Advertising fully engages the five senses of sight, touch, smell and taste, leaving attendees with a full immersive experience that creates long lasting memories that last for a long time. This greatly amplifies Brand/Product Recognition and Recall.
Have you heard of the “Sixth Sense of Illusion”? This phenomenon refers to the human ability to perceive or sense beyond the conventional five senses, involving an intuition that surpasses ordinary sensory experiences. It represents a heightened awareness and sensitivity to subtle cues and patterns that others might miss. Leverage this trend to craft or enhance illusions, making the impossible seem possible!
1. Augmented and Virtual Reality
Harness the power of AR and VR technologies to create immersive experiences of wonder and disbelief to engage your audience on a deeper level. Create interactive stories that allow participants to influence what’s happening. This sense of unpredictability and control forges personal and unique experiences that stay with your participants!
2. Interactive Installations
Utilize optical illusions, holograms, and projection mapping to craft visuals that invite participants to explore varied interpretations. This evokes enchanting and captivating experiences through a sense of magical realism, leaving participants in wonder of the moment.
Heineken’s Activation Booth
Heineken’s Activation Booth consisted of three fun and exciting stations to participate in:
1. Select Pure Malt
2. Inspect Golden Hue
3. Star Balance
Each station was designed to impart a unique selling point of Heineken 100% pure malt beer to the participant. Through interactive experiences, participants were left with a memorable impression of the product.
Select Pure Malt
This station features a chamber with four colored balls; a Pure Malt ball, a rice ball, a cornball, and an artificial ingredients ball. Each ball was designed with a different color. By placing their hands into the chamber to catch the Pure Malt ball, a green ball marked with a red star, participants stood a chance to win an instant prize.
Through this experience, participants will now be familiar with Heinekens 100% Pure Malt Beer.
The Perfect Media and ONESTOP team was responsible for the production of the chamber and colored balls, bringing to life the selection process of pure malt.
Inspect Golden Hue
At this station, participants navigate through different colored beers using a view master-style device to identify the accurate color of Heineken beer, indicative of its unique golden hue. With this special experience, participants would now associate Heineken beer with its distinctive golden hue!
The TPM and ONESTOP team produced the view-master style device, bringing this unforgettable interactive experience to Heineken’s customers.
Star Balance
At the final station, Heineken highlights how “Pure Malt is the only way to achieve Heineken’s perfectly balanced taste”. The digital screen features a realistic video of beer in the background, overlaid with Heineken’s Star. Participants are challenged to balance the swinging star such that it is perfectly horizontal with the beer’s foam.
The Large LED Screen provided by ONESTOP Signage made a huge impact on this activity, with its brightly lit LED screen, participants were able to identify and indicate correctly the golden hue with no troubleshooting.
With the right technical expertise in software programming, the TPM and ONESTOP team were able to animate this interactive experience; the star bounces out when participants can perfectly balance the star; the star vibrates aggressively when participants are unable to position it perfectly.
Giveaways are one of the key factors that determine a successful activation campaign in Singapore. Who wouldn’t love a refreshing ice-cold Heineken in the hot humidity of Singapore? Freebies are especially perfect for drawing in crowds especially if it’s an outdoor environment.
However, Heineken did not stop at giving away just a can of refreshing beer! If you’re one of the lucky few to have drawn a special colored ball from the Select Pure Malt activity, you will receive prizes such as a Heineken Branded Glass and a Heineken Branded Speaker!
The Heineken 2024 Activation Booth at Orchard Road was a masterful blend of creativity, engagement, and strategic advertising. By partnering with The Perfect Media and Onestop Signage, Heineken successfully brought its brand to life in a dynamic and memorable way. The interactive activities not only captivated the audience but also reinforced Heineken’s brand values and product qualities, making a lasting impression on all who participated.
The strategic placement at a high-traffic area, combined with innovative booth design and engaging activities, ensured maximum visibility and interaction. The integration of creative elements and interactive media amplified Heineken’s presence both online and offline, showcasing the power of a well-executed activation campaign.
Thank you to everyone who participated and enjoyed the activation event! We hope this year’s Heineken Activation booth brought another refreshing start!
Read more about Audience Measurement here!
About The Perfect Media & Onestop Signage: The Perfect Media is a leader in creative advertising solutions, specializing in immersive and interactive campaigns. Onestop Signage provides comprehensive production and fabrication services, bringing innovative concepts to life. Together, we create impactful marketing experiences that leave lasting impressions.
For more information on our services and upcoming projects, visit our websites at The Perfect Media and Onestop Signage.
