Leading into Heineken’s 8th year of being a global sponsor of the Formula One, PMG were enlisted to support on their major BTL campaign surrounding this partnership. So how did we bring the buzz of Heineken sponsorship of F1 to life in the off premise?

With six different retailers, each with unique consumers, we developed tailored & ownable BTL executions, all under the overarching creative concept of ‘Sounds Good’.

The F1 is abuzz with all kinds of sounds - engines roaring, crowds cheering & the hum of the bars & nightlife - all of which give it the incredible atmosphere we know & crave.

We conceptualised, developed, and created bespoke mechanics from scratch including, ‘Test Your Reaction’, ‘Spin a Tune to Win’, ‘and Pick your Favourite F1 sound’, all of which sat within compelling consumer promotions, supported by eye catching in-store and digital POS.

By using Heineken as our vehicle, we brought the noise out of Melbourne & into our retail environments to immerse our shoppers in the sounds of F1, and, had a lot of fun doing it!

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