To round of their yearly global commerce week, Heineken invites their (senior) brand and marketing managers to a summer party. The party is a moment for everyone present to relax, be entertained, and most importantly connect with fellow colleagues from all over the world.
But how to make this event more than just another summer beach party?
One challenge solved with one concept.
In line with insights gained from co-creation sessions, one concept surfaced: creating a realm of mystery, a surreal island with plenty of surprises, full of shared fun, with music and dancing. From the arrival ”on the island” up until departure back to their hotels, the 600 attendees could engage in effortless activities and enjoyed various different types of entertainment.
All entertainment together made the event “the most special party”. Every crucial touchpoint was considered to assure that theme and messaging were completely aligned in order to achieve the overall goal of not having a copy-paste event.