ASIA-PACIFIC – SINGAPORE, AUGUST 31, 2010 – 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 last weekend August at Singapore clubbing venue, Zouk. The event was created to amplify the brand’s sponsorship of the festival, in an exclusive partnership with radio station Lush 99.5fm.
Radio Heineken broadcasted live from the two-day dance festival from inside a bespoke structure created specifically for the event – the Radio Heineken mobile studio shaped as a giant retro radio. Lush DJ Chris Ho interviewed festival founder Gilles Peterson and other performers each night, as well as played exclusive tracks from other event artists.
Luke Nathans, managing director of iris’ experiential operation for Asia Pacific, which led the activity, 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.”
This was the first year that Zouk opened up into one complex for the festival, with one ticket giving consumers access to four different musical spaces. Dam Funk, Jazztronic, Dorian Concept, dOP, Ikonika and Lefto were among the participating artists.
The Radio Heineken concept was created by iris and brokered with Lush by Bates141, Heineken’s PR agency.
