Everyone has their own music taste and tends to be loyal to it. Nevertheless, social algorithms directly bury their desire to break the boundary of their own music taste and modishly enjoy it in many moments of life.

BREAK THE  BUBBLE OF MUSICHeineken took the initiative in refreshing Vietnamese youth’s music with the novel and uncompromising enjoyment - “REFRESH YOUR MUSIC" 2.0 - enhancing Refresh Your World positioning of Heineken.The campaign excitingly aspired the new breath to everyone's favorite genre, which they have never thought it would be great like this before

PHASE 1: REFORM THE MEANING OF “REFRESH YOUR MUSIC" BY THE LOCAL LEVER Kick off by the social movement from Vietnamese Music Icons (Thu Minh, Yuno Bigboi, Jayki, Liz Kim Cuong) to public their hit-song with the whole new genre, spreaded by trendy influencers and mass communities, to stimulate the curiosity and seed the initial meaning of breaking boundaries in music.Afterwards, Heineken welcomes youngsters to the first Refresh Your Music Local Event where they firstly emerge into the diversified world of refreshing music.…and don't stop there…

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PHASE 2: BRING THE NONSTOP SEQUENCE OF HYPEBY THE SOCIAL STUNTThe unexpected social experiment series hosted by hot-picked influencers asking the pedestrians “Guess what kind of music another random person is listening to”. The stunt raised the wow result about breaking music labels regardless of one's appearance, age or personality. BY THE FIRST FAN-VOTED MUSIC REFRESHMENT ACTIVITYImpressively, Heineken was well-prepared for the surprising brand representatives to crystally state the message of erasing the border of music:Thu Minh: a respected diva of Vietnam music industry, holding the heart of every generationKarik: a rising rapper icon of the young music-enthusiast from underground to showbiz worldThe Chainsmokers: the world-recognized DJ for their pop-ification of electronic dance music This “all at one” combination excites the social discussions, helping “Refreshing Your Music” spirit massively reach millions of Vietnamese youngsters' hearts, even before the event happened.To maximize the bond with consumers, Heineken announced the Refresh Hub to enable youngsters the chance to vote for a refreshed version from their favorite song from Chainsmokers and performed by Thu Minh or Karik. The highest voted one is promised to perform at the Heineken Refresh Super Concert.To make the hub become social hype, the range of supporting KOLs (Orange, LyLy, Táo) also recreate their own songs to excite youngsters as the way to call for voting.BY THE MINI ROADSHOWS HEINEKEN smartly seeds the hype by mini-show at Heineken outlet collaborated with popular singers (Mai Tieng Dung, Orange, Phuong Ly) for “never-ever” performances of their own refreshed hits, which starts raising the youngsters FOMO for a greatest show coming.…MAKE MOMENTS TO THE HIGHEST NOTEHeineken Refresh Super Concert made every second count to the Vietnamese young music-enthusiasts of all times, and successfully delivered the true brand spirit of “Refreshing Your Music” by attracting 80,000 youngsters to really enjoy the music night party to the fullest.

Continuously hit the social record- BSI Top 1 CAMPAIGNS 09/2022- BSI Top 5 CAMPAIGNS 11/2022- BSI Top 6 CAMPAIGNS 12/2022- BSI Top 1 EVENTS 09/2022- BSI Top 4 EVENTS 12/2022