Heineken unveils experiential work

• New campaign from Heineken
• TVC, OOH and promotions
• Creative by Publicis Modem

Singapore - Heineken has launched a new marketing push in Singapore which is spearheaded by the ‘Walk-in Fridge' TVC and also featuring some unique out-of-home advertising.

The campaign launched in Singapore yesterday and will run for a duration of two months. Publicis Modem Singapore was responsible for the creative work (the television commercial is by TBWA/NEBOKO), MindShare Singapore was the media agency while the PR duties are being undertaken by Bates 141 Singapore and Asia Pacific Breweries Singapore's corporate communications team.

The TVC runs across select terrestrial channels and cable networks, as well as select cinema screens and there are out-of-home executions along Raffles Xchange also in place.

Starting from tomorrow, Heineken will become the first brand to execute a 100% wrap of the underpass at Orchard Road's new ION shopping mall. The wrap is complemented by audio effects, engaging consumers and allowing them to step into the ‘Walk-in Fridge' from the TVC.

"The creative work developed complements the television commercial with executions that reflect confidence, sociability, style and wit, commanding respect for a brand that has always maintained its highly respected reputation as an international advertiser," David Lim, senior brand manager for Heineken in Singapore, said.

Heineken is also running a series of consumer promotions at participating bars, pubs, supermarkets, hypermarts as well as restaurants and diners.