Beer brand Heineken is to launch its own radio station ‘Radio Heineken’, designed by creative agency iris, at the Gilles Peterson’s Worldwide Festival Sessions, Zouk Edition 2010 this Friday 27^th and Saturday 28^th August at Singapore clubbing venue, Zouk.

The unique piece of activity has been created to amplify the brand’s sponsorship of the festival, in an exclusive partnership with radio station Lush 99.5fm.

Radio Heineken will be broadcast live from the two-day dance festival from inside a bespoke structure created specifically for the event by iris – the Radio Heineken mobile studio, which will be shaped in the style of a giant retro radio. Lush DJ Chris Ho will be interviewing festival founder Gilles Peterson and other performers each night, as well as playing exclusive tracks from other event artists. Heineken Green Room Sound Council members* will also be spinning tracks on Lush in the days running up to the event.

iris, which runs Heineken’s Green Room programme of cutting-edge music events, has been responsible for the strategy and concept development behind the activity, as well as the logo and key visuals and all on-ground activation. Heineken Green Room members will be given exclusive access rights at the event, such as an invitation to a ‘DJ Showcase’ on the Saturday night, hosted by Gilles Peterson and DJ Lefto.

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 is the first year that Zouk will be opened up into one complex for the festival, with one ticket giving consumers access to four different musical spaces. Confirmed artists are due to include Dam Funk, Jazztronic, Dorian Concept, dOP, Ikonika and Lefto.

The Radio Heineken concept was created by iris but brokered with Lush by Bates141, Heineken’s retained PR agency.

Heineken is brewed, marketed and distributed in Singapore by Asia Pacific Breweries Singapore.

iris’ Singapore operation, which launched in 2006 and serves as a strategic hub for Asia Pacific, is now a 60 strong office, making it one of the fastest growing agency networks in the region. Its client portfolio includes Sony Ericsson, Sony, Unilever, Shell, Diageo and Tiger Beer.

* Led by producers, DJs, musicians and tribe leaders, the Heineken Green Room Sound Council formalises Heineken’s collaboration with the local music industry’s most renowned insiders, by giving these individuals an opportunity to work together with Heineken to elevate cutting-edge music experiences in Singapore

Tags: creative, experiential, partnership, sponsorship

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