PART 2: Trimedia's PR work honored by Heineken as "world best practice"
Background
The success of Ad-comm's first phase of advertising for Heineken led to wider cooperation between the two companies, eventually culminating in work on the Japanese version of Heineken's global DJ contest "Thirst."
In 2005, the contest was held in 30 countries in four regions of the world-Asia Pacific, South America, Europe and the Middle East. The competition was open to all up-and-coming DJs, with world-renowned vinyl spinners used for promotional activities and performances.
Goal
Heineken's increased presence in the local market resulted in a need for enhanced public relations services, which was duly provided by Ad-comm's PR arm, Trimedia.
With Trimedia's help, Heineken set out to get even closer to its customers in Japan, this time through the international language of music. To boost Heineken's reputation as a music-friendly company here, the success of Thirst was imperative.
Solution
Trimedia unleashed a multi-pronged public relations campaign aimed at building interest and awareness of Thirst, with activities ranging from the arrangement of interviews for star DJs to the generation of pre-event publicity and on-site media relations, including press conferences.
Trimedia's multicultural, multilingual capabilities were a perfect fit for such a global event and fully utilized.
Outcome
Thirst 2005 Japan was deemed a great success, with 224 DJs competing in front of over 2,500 people in regional heats held in Fukuoka, Osaka, Nagoya and Tokyo, and the final in Tokyo. Following the event, Heineken chose to use Trimedia's PR planning and execution strategies as a best-practice case study, further underscoring the great work performed the Trimedia team.
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