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Heineken
CHALLENGE
At a time where the hospitality and entertainment industry, no less experiential initiatives lay dormant, creative agency Momentum Worldwide alongside their client Heineken set out to break the rules and challenge the stigma of conducting ‘experiential’ in a developing COVIDSafe world.
Aptly scheduled for the month of Dry July, the creative concept developed to expose Heineken’s alcohol-free beverage Zer0.0. was both ambitious and timely. The brief sounded anything but simple; An uninhabited commercial shopfront in downtown Darlinghurst was to be transformed into a Heineken branded touch-free pop up bar experience. Behind the counter two robots Heidi and Ken, would be contracted to uniformly crack open a cold one and deliver it to the passer-by via a precisely configured conveyor belt
Service | Brand Activation |
|---|---|
Client | Momentum |
Brand | Heineken |
Location | Sydney |
SOLUTION
As a result of their longstanding relationship, Momentum once again called on DisplayWise to turn their prophetic and technically driven concept into a seamless experience for both agency, client and consumer. With a mere three weeks between engagement and delivery, DisplayWise worked around the clock with their client Momentum to ensure the event was nothing short of a smooth and seamless success.
DisplayWise were asked to provide an unrecognisable facelift to the space. In addition, it was a condition upon use that at the conclusion of the event the commercial space be left just as it was found – kitchen and all! Upon receiving the final creative concept, the DisplayWise industrial design team were quick to address the scope, starting with the development of the required technical drawings. Whilst Momentum engaged the robotics team at Sydney University to configure bar tendering robots and precisely configured conveyer belts, DisplayWise translated the brief from a design to a build, a concept to a creation.
Whilst it was understandably a strict requirement to ensure the touch-free nature of the concept was formally addressed, for the pioneering idea to truly succeed it was equally paramount that the build would support an elegant and friction-free consumer experience.
RESULT
Proceeding with the event in both the height of winter, not to mention a global pandemic was unashamedly courageous and clever! Despite the brief’s complexities and a list of newfound obstacles, the project unfolded without a hitch – a testament to the collaborative approach applied throughout.
In addition to the brief’s abundance of hidden technical complexities, the DisplayWise build exhibited an uncanny resemblance to the design put forward. The spatial transformation of clinical white walls and illuminated Heineken branding created a captivating contrast amongst its neighbouring landscape.
Over the course of three days, robots Heidi and Ken delighted Sydneysiders with an alcohol-free, touch-free, cash-free but more importantly hassle-free Heineken branded experience. Quick to join in on the fun were mainstream media channels, Seven, Nine & Ten – all of which played homage to the event in their coveted nightly news broadcast.