Heineken has a strong presence in the UK festival market through multiple consumer brand experiences and activations, so how to make Heineken stand out from the crowd and celebrate their premium lager offer? Why not create a VIP garden that is open to all festival goers?
Located in front of the main stage our pop-up campaign delivered unadulterated views of the headline acts, delighted guests swung in hammocks whilst being served cold brews from our imported super chillers. Acres of chill out furniture, table football, waitress service and Isle of Wight sunshine set the tone for the VIP experiential campaign and attracted huge crowds. Setting the brand engagement precedent, the following year saw Heineken win the entire drinks concession for the Isle of Wight Festival.