Heineken Thirst 

Heineken asked us to produce a syndicated dance music show to support its new international dance initiative, Thirst. Thirst is the framework identity for Heineken Music's activity within club culture, the first phase starred Paul Oakenfold and toured around the world over a 9-month period.

Our job was to take these events and increase their value and reach by producing and syndicating a weekly dance show. The show would run eight weeks up to the event and four weeks after, leveraging the exclusive (and expensive) event to a wider audience.

We worked with local Heineken marketers from Ireland to the reaches of New Zealand, Japan, Portugal, Lebanon and their partnered radio stations to deliver Thirst Radio.

The shows included exclusive interviews from dance events around the world maintaining Heineken's 'global' and 'premium' brand postioning through the feel of the show. The programming improved the media buy in all of the territories it was placed and delivered in all the areas we were targeted.

Babis from Heineken Greece: 'Radio has without doubt been the most powerful communication tool for us ' it was 'alive' and engaging'

As a result of the success of Thirst '03 a wider range of stars took Thirst around the world in 2004. Thirst '04 began in Hong Kong with Pete Tong and Timo Mass.

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