Winners & Shortlists

#DMDS - DANCE MORE DRINK SLOW

Bronze Eurobest

Case Film

Presentation Board

Title#DMDS - DANCE MORE DRINK SLOW
BrandHEINEKEN
Product/ServiceHEINEKEN
Category B07. CORPORATE IMAGE AND INFORMATION
Advertising Agency PUBLICIS ITALY Milan, ITALY
Media Agency STARCOM MEDIAVEST GROUP Amsterdam, THE NETHERLANDS
Entrant Company STARCOM MEDIAVEST GROUP Amsterdam, THE NETHERLANDS
Credits
Name Company Position
Kristen Robinson Starcom Mediavest Group Global Account Director
James Miles Starcom Mediavest Group Global Digital Director
Renee Lee Starcom Mediavest Group Global Account Manager
Lennart Boorsma HEINEKEN Manager Heineken Digital
Agnieszka Gorecki HEINEKEN Global Communications Manager
Anuraag Trikha HEINEKEN Global Manager Heineken Marketing Communications
Armin Van Buuren Armada Music International Dj
Bruno Bertelli Publicis Italy Creative Director
Cristiana Boccassini Publicis Italy Creative Director
Fabrizio Tamagni/Michela Talamona Publicis Italy Creative Supervisor
Michele Picci/Valeria Vanzulli Publicis Italy Copy Writer/Art Director
Mariella Maiorano/David Pagnoni/Bela Ziemann Publicis Italy Agency Producer/Int. Account Director/Creative Connector
Robin Accard Partizan Darkroom Paris Producer
Philip Andelman/Maxime Pozzi Garcia/Fabrizio Squeo Partizan Darkroom Paris Director/Editor
David Pugh/Danielle Heximer Edelman Associate Directors
Mel Hinds Edelman Deputy Md
Matt Crowhurst/Stephanie Hutchinson/Joe Lamb Edelman Pr Team
Michiel Cremers Massive Music Strategy Director/Managing Director
Ben Myers/Jeremy Arditi Ebuzzing Video Partner
Jack Milligan Spotify Media Partner

Results and Effectiveness

The Experiment was viewed 25,900,000x ‘Save My Night’ track was streamed 690,000x, remixed 117x, and received 1,300,000 music video views. Phenomenal PR coverage; 5.8Billion impressions. 2,320 DJ’s promoted #DMDS responsible drinking, with 500,000 fans attending #DMDS events. Heineken drove a 12% increase in ‘brand act’s responsibly’ while seeing positive shifts in ‘makes relevant statements’ +10% and ‘great brand for me’ +8%. Proving you can build affinity even with social responsibility messaging. Most importantly we saw +9% increase in agreement with ‘If I drink less during a night out, I enjoy it more’, impacting perceptions and stimulating our desired behaviour change.

Creative Execution

We launched in 12 countries on the official release day of the ‘Save My Night’ music video, using digital, social, radio and experiential to build natural connections with our party-loving audience. The Experiment film and Armin’s ‘Save My Night’ music video was distributed in music and male lifestyle online properties. Viewership through sponsored editorial and rich media players heightened association with Armin van Buuren. We intercepted guys as they were gearing up for a night out, using Spotify media to drive them to listen and share Armin’s bespoke ‘Save My Night’ track, instead of pushing brand content which would feel forced and irrelevant. ‘Save My Night’ played for free on radio stations worldwide. Local #DMDS battles owned nightclubs, where DJs inspired by Armin’s lead, battled it out to see who could keep people dancing longer. Party-goers connected with the benefits of moderation, in a way that cut-through and inspired them.

Insights, Strategy and the Idea

Excessive drinking amongst young men is a global problem and mostly occurs on a night out. To prompt behavioural change around responsible drinking, Heineken stepped away from corporate preaching and started a social moderation movement, leveraging the influential power of DJ’s and the positive stimulus of dance culture. We created a social experiment to test our hypothesis; The better the music, the more people dance and consequently drink less and have a more fulfilling night. The Dance More Drink Slow (#DMDS) experiment compared drinking behaviour during two equal nights. Same club, same amount of people, same time, one difference: The DJ on night two was legendary Armin van Buuren. Significantly fewer drinks were consumed, proving music’s power to change behaviour in bar. The Experiment was turned into a film and music video for campaign anthem ‘Save My Night’ by Armin, specifically integrating this proof point into content men sought out.