Heineken has selected newly integrated digital media group Rev Asia to produce an integrated campaign for Heineken Thirst x JUICE Pre Party series, a three-city music event.
The campaign will reach out to over 4 million urbanites between 18-30 years of age–a demographic that is young, savvy and digitally enabled.
Heineken tells A+M that they understand that this target age group and demographic want to be a part of the conversation, not just spoken to.
“Rev Asia’s ability to create and curate engaging content specific to our audience and deliver it in a targeted fashion, digitally and through print and social media is exciting for a brand such as ours,” said Jessie Chuah, marketing manager of Heineken Malaysia.
The four-month media blitz began in October and leverages on media properties belonging to and serviced by Rev Asia, and will include widespread content marketing and advertising across the company’s relevant print and digital mediums including JUICE Malaysia and Singapore, Clive, M!nt, Hanger, MSN Malaysia and Lowyat.net, social media seeding via Says.com’s 8share and the magazine’s and online portal’s Facebook and Twitter accounts, as well as various promotional contests and on-ground activities.
In addition, a special print and iPad 13th edition of JUICE has been produced in conjunction with the event series and copies are available on www.thirst.com.my.
The integrated campaign is projected to have a media value of RM1 million.