FROM BEAUTY TO BEER. FROM PRANK TO PARTY:
CHALLENGE
In Cambodia’s crowded premium beer market, Heineken Silver needed to stand out and capture Gen Z’s attention.
STRATEGY AND EXECUTION
We flipped expectations with an April Fool’s stunt: we introduced Heineken Smootheriser, a moisturizer as smooth as Heineken Silver. Hundreds of beauty influencers received a product decoy with AR disco-ball invites to a secret launch. Online buzz built ahead of the event, which featured disco-ball installations, photo spots, and a Smootheriser test booth that transformed into a Heineken Silver bar. At centerstage, a giant rotating disco ball revealed the smoothest prank, the real launch of Heineken Silver.
IMPACT
The campaign delivered 8.1M views, 629 KOL attendees (+125% vs target), 835 KOL content pieces (+417% vs target), and $31K in PR value. Human disco-ball servers then brought the experience to top bars nationwide, proving Heineken Silver’s smoothest experiences create the biggest surprises.
GOLD • BEST CREATIVE ELEMENT FOR AN EVENT