Heineken launches ‘Radio Heineken’

Beer brand Heineken launched its own radio station ‘Radio Heineken’, designed by creative agency iris, at the Gilles Peterson’s Worldwide Festival Sessions, Zouk Edition 2010 at Singapore clubbing venue, Zouk at the weekend. The unique piece of activity was created to amplify the brand’s sponsorship of the festival, in an exclusive partnership with radio station Lush 99.5fm.

Radio Heineken broadcast live from the two-day dance festival from inside a structure created specifically for the event, the Radio Heineken mobile studio, which was shaped in the style of a giant retro radio. Lush DJ Chris Ho interviewed festival founder Gilles Peterson and other performers each night, as well as playing exclusive tracks from other event artists. Heineken Green Room Sound Council members also spun tracks on Lush in the days running up to the event.

iris, which runs Heineken’s Green Room programme of cutting-edge music events, has been responsible for the strategy and concept development behind the activity, as well as the logo and key visuals and all on-ground activation. Heineken Green Room members were given exclusive access rights at the event, such as an invitation to a ‘DJ Showcase’ on the Saturday night, hosted by Gilles Peterson and DJ Lefto.

Luke Nathans, managing director of iris’ experiential operation for Asia Pacific said: “We wanted to create something that would drive maximum standout for Heineken at one of Singapore’s biggest dance music festivals and create a really strong on-ground presence. The unique partnership with Lush will also very much strengthen the association between Heineken and cutting-edge music and is a perfect fit.” 

The Radio Heineken concept was created by iris but brokered with Lush by Bates141, Heineken’s retained PR agency.