Title	HEINEKEN THE EXPERIMENT
Brand	HEINEKEN INTERNATIONAL
Product/Service	HEINEKEN
Category	A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS
Entrant Company	PUBLICIS ITALY Milan, ITALY
Advertising Agency	PUBLICIS ITALY Milan, ITALY
Media Agency	STARCOM MEDIAVEST GROUP Amsterdam, THE NETHERLANDS
Production Company	PARTIZAN Paris, FRANCE

Name	Company	Position
Bruno Bertelli/Cristiana Boccassini	Publicis Italy	Creative Directors
Fabrizio Tamagni/Michela Talamona	Publicis Italy	Creative Supervisors
Michele Picci	Publicis Italy	Copywriter
Valeria Vanzulli	Publicis Italy	Art Director
Mariella Maiorano	Publicis Italy	Agency Producer
David Pagnoni	Publicis Italy	International Account Director
Bela Ziemann	Publicis Italy	Creative Connector
Robin Accard	Partizan Darkroom Paris	Producer
Philip Andelman		Director
Maxime Pozzi Garcia/Fabrizio Squeo		Editor
Armin Van Buuren		Music
Anuraag Trikha	Heineken International	Global Heineken Communication Manager
Agnieszka Gorecki	Heineken International	Communications Manager Group Commerce
	Royal Post Paris	Post Production Company
Michiel Cremers	Massive Music	Strategy And Managing Director
Kristen Robinson/Renee Lee/James Miles	Starcom Mediavest	Global Account Director/Globak Account Manager/Global Digital Director
David Pugh	Edelman	Associate Director
Mel Hinds	Edelman	Deputy Md
Jack Milligan	Spotify	Media Partner
Ben Meyers/Jeremy Arditi	Ebuzzing	Video Partner

The Brief

Excessive drinking has a negative effect on the image of premium alcohol brands. Heineken is therefore committed to make moderate drinking a cool and aspirational behaviour, by getting young men to experience the enjoyment of a longer, more fulfilling night when staying in control. Alcohol abuse mostly occurs on a night out, when young people are unlikely to listen to moderate drinking messages. That’s why we had to make them listen to our message in a different way. We therefore decided to benefit from the influential power of music, by getting DJs to back Heineken’s moderate drinking message.

Describe how the promotion developed from concept to implementation

The campaign ‘Dance More Drink Slow’ is a social experiment, led by superstar DJ Armin van Buuren. The idea was to demonstrate that great music can impact positively on people’s drinking behavior. In a social experiment, people’s drinking behavior during two equal club nights was secretly compared, in which only on the 2nd night the world’s best DJ was playing in disguise. The Experiment was produced to make people enjoy their drinks instead of downing them and to inspire DJs to support Heineken’s moderate drinking movement, by playing music that gets people to dance more and consequently drink slower.

Describe the success of the promotion with both client and consumer including some quantifiable results

Alcohol consumption on Night 2 of ‘The Experiment’ was 42% lower • 5.8 billion media impressions • 25.9 million views of The Experiment • +10% state that Heineken is a premium brand • +9% agree with ‘If I drink less on a night out, I enjoy it more • +12% think that Heineken acts responsibly • +18% would recommend/promote Heineken • Armin’s track ‘Save my night’ has been streamed over 690.000 times on Spotify • 117 remixes of ‘Save my Night’ • 2320 DJs joined the ‘Dance More Drink Slow’ movement • #dmds has been tagged 8.400 times • Over 550.000 fans attended #DMDS DJ battles in 4 different continents

Explain why the method of promotion was most relevant to the product or service

Heineken is a premium beer that is mainly consumed at night in bars and clubs, which is when alcohol abuse is at its highest. That’s why Heineken wanted to demonstrate the benefits of moderate drinking at these consumption moments, using a superstar DJ young men look up to. Making Armin van Buuren the campaign ambassador helped to achieve our goals in many ways: 1. As a role model, young men aspire to 2. As a superstar with a global fan base 3. As a leading DJ that influences the entire EDM industry 4. As a credible moderate drinker