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Heineken transforms the rather introvert Swiss into rock stars, Live Your Music am Open Air Gampel

The Brief:
Heineken makes it possible for people all over the wold to enjoy unique musical experiences. Swiss agency Equipe is now bringing to life the global campaign initiative “Live Your Music” in Switzerland too.

There is a rock star within us all but only very few make it to the big stage. This is why Heineken wants to encourage the Swiss to spontaneously leave their comfort zone to enjoy unique musical experiences.

At the well-known “Gampel Festival”, visitors were invited to perform the hit “Up in the Sky” by the Swiss band 77 Bombay Street, without having to appear in front of a huge audience of course. Virtual reality glasses and headsets ensured an atmosphere to cause goose bumps. However, what people didn’t know was that the stars of 77 Bombay Street were in the next room performing live. The moment when this secret was revealed was equally overwhelming.

But that is not all. Some participants were able to experience the ensuing festival concert by 77 Bombay Street at close quarters behind the scenes. For “Up in the sky” the band then pulled off a surprise by bringing them on stage. This meant that a musical experience starting off as virtual became as real as it can be: live on the stage in front of thousands of enthusiastic spectators.

The video of the stunt aired on YouTube yesterday. It is accompanied by a social media and influencer campaign, video ads as well as various media collaborations.

The Ad:

In jedem von uns steckt ein Rockstar. Aber trauen wir uns auch auf die grosse Bühne? Heineken wollte genau das am Open Air Gampel 2016 herausfinden. Zusammen mit der Schweizer Erfolgsband 77 Bombay Street, einem Container und der Virtuellen Realität. Was die Sänger und Sängerinnen auf der virtuellen Bühne allerdings nicht wussten: Das Ganze war viel realer, als sie es sich vorstellen konnten. Schau es dir an.

The Credits:
Ad Agency: Equipe

Responsible at Heineken:
Nabil Nasser (Head of Marketing), Christian Weise (Group Brand Manager), Isabel Einhorn (Brand Manager), Stefan Steiner (Junior Brand Manager)

Media agency responsible: Starcom