Singapore – As part of its campaign to celebrate music versatility, HEINEKEN has officially kicked off its ‘Refresh Your Music, Refresh Your Nights’ campaign in Asia with two concerts done in Malaysia and Vietnam. 

Launched Asia-wide, the campaign was developed by Le Pub, BBH Singapore, Leo Burnett Vietnam and Leo Burnett Malaysia, while Iris Singapore led the regional PR and influencer strategy.

Both concerts featured the world-famous electropop duo, The Chainsmokers, as well as local artists from both countries. Over 85,000 music fans attended the concerts in support of the featured artists.

The Malaysia leg of the concert was held on December 9 with homegrown artists Yunohoo and NYK, while the Vietnam stop was held the day after, featuring artists Thu Minh and Karik.

Prior to the concert series, HEINEKEN encouraged fans to vote for their favourite renditions of The Chainsmokers’ hit songs created by the local artists.

According to Rajeev Sathyesh, HEINEKEN’s brand director for APAC, the campaign was targeted at echoing HEINEKEN’s belief that life tastes better with an open mind, regardless of social situations or music preferences. 

“The fans’ incredible energy and willingness to break out of their music bubbles affirmed our belief that music does transcend all boundaries,” he added.

Heineken has also previously released a global campaign to promote work balance while enjoying a cold bottle of beer.