Philip Andelman/Maxime Pozzi Garcia/Fabrizio Squeo
Partizan Darkroom Paris
David Pugh/Danielle Heximer
Matt Crowhurst/Stephanie Hutchinson/Joe Lamb
Strategy Director/Managing Director
Ben Myers/Jeremy Arditi
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.
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.