Heineken wanted us to deliver a world class space and experiences for the audience. They wanted us to premiumise every consumer and each touchpoint and create a space that stood out and caught everyones eye.
We created the Heineken Hideout that became a high end, relaxed space with a members club feel. We partnered up main stage artists with the brand for exclusive, surprising performances. We also developed the story of Heineken’s founder Freddy Heineken in an integrated immersive, theatrical experience that unlocked, surprised and delighted festival attendees.
82% of audience had brand awareness across site
Larger sales increase than expected
Lager outperformed ciders serves whereas traditionally they would be equal
1700 theatre experiences
300 Secret Gig attendees