Heineken and The Chainsmokers refresh music genres in Asia campaign

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Heineken has collaborated with electropop duo The Chainsmokers for its "Refresh Your Music, Refresh Your Nights" campaign in Asia. The campaign features four local artists who will refresh The Chainsmokers' hit songs in their own distinctive styles. Two of them are from Vietnam and representing Malaysia is trilingual rapper Yunohoo who will perform alongside singer-songwriter NYK.

Through this, Heineken wants to introduce more fans to broader musical genres. As the campaign’s grand finale, The Chainsmokers will headline a pair of concerts in Asia for fans along with the four local artists. The Malaysian edition will be held on 9 December in Genting Highlands, where the Yunohoo and NYK will perform their refreshed renditions alongside The Chainsmokers.

At the same time, consumers can also refresh their own playlists with the Heineken Playlist Refresher on Spotify, which allows them to co-create a playlist with a friend to discover new genres of music. They can also sign up to receive exclusive invites to the Heineken Refresh event in Genting Highlands. The invites will be given on a limited and first-come, first-served basis.

In November, fans can also vote for their favourite refreshed rendition by local artists on the Refreshed Hub. By voting, these fans also stand to win VIP passes to the Heineken Refresh event. A+M has reached out to Heineken for additional information.

heineken playlist

Rajeev Sathyesh, Heineken's brand director, APAC, said that with the campaign, it wants to echo Heineken's belief that life tastes better with an open mind, whether it is in social situations or music tastes. "We are very excited to have The Chainsmokers and four equally talented Asian artists come together to create this music experience for Heineken fan," he added.

Meanwhile, The Chainsmokers added that it has always believed that music has the power to break any barriers. "That is why this campaign resonated with us. We are excited to perform with some of the most well-loved artists from the region and introduce people to new genres of music," they added.

Music has been one of Heineken's ways to engage with consumers. Earlier this year, the team pulled out all the stops for its Heineken Silver brew with a party at Singapore's Pasir Panjang Power Station. Through the Heineken Silver Smooooth Warehouse Party, the brand wanted to remind Singaporeans of what an epic night out felt like when unveiling its latest brewing innovation.

The music-led event had four sections, with a dancefloor being one of them. The brand created a one-of-a-kind, immersive audio-visual show featuring an international line up of DJs including Flight Facilities, Palms Trax and Floyd Lavine, plus local favourites Ice Cream Sundays.

More than 3,000 fans were present and the campaign's PR efforts had approximately 28 million total impressions, includive of pre-event coverage. The event also generated over 1,000 pieces of social media content inclusive of earned coverage.

Separately, on the leadership front in Malaysia, the brand named Willemijn Sneep as its new marketing director, effective 1 Novembeer, taking over from Pablo Chabot who now helms a similar role in Berlin. She reports to MD Roland Bala and will build on the solid foundation and momentum set by Chabot. She will also continue to drive the premiumisation and growth of Heineken Malaysia's portfolio of beers.

Meet Asia’s top PR and communication leaders in-person. PR Asia sets the stage for the future of purpose-driven contemporary PR. Join us on 9 November as we gather Asia’s top PR and communication practitioners in-person in Malaysia. Deep dive into the next necessary steps for PR as we head towards 2023. Only at #PRAsia.

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