Ahead of the 2024 Formula 1 (F1) Rolex Australian Grand Prix, long-time partner Heineken launched a campaign called ‘Sounds Like Good Times With F1’ which pays homage to the sport’s signature ‘roars’ and Heineken’s history of pairing perfectly with noise and bringing people together.
Developed in tandem with creative agency Saatchi & Saatchi Australia and rolled out ahead of the race – held in Melbourne between 22 and 24 March – the campaign uses almost childlike audio and linguistic car sound devices to reinforce the beer’s F1 association and heroes the roaring sound of the racing series.
The idea is that Heineken, which has a long history as a beer that is best enjoyed with noise, pairs perfectly with the distinctive roar of F1 – which ‘sounds like good times’.
The campaign, which included a contest to win tickets to the sold out event, ran across OOH, digital, radio, social and in-store activations as well as on music streaming platforms.
As well as a spearhead spot, the campaign revolved around a 360-degree audio asset on Spotify – immersing listeners in the sounds of F1 and Heineken.
As well as the flagship film, street shot videos of consumers and fans making their own ‘motor racing beer noises’ – from squealing tires to changing gears – in return for race tickets also rolled out across relevant social platforms.
While F1 sound and beer relevant copy of outdoor, radio and social spots including the simple ‘BeeeeeeeeeeeeeeeerBeeeeeeerBeBeBeer’ alongside bottle shots of Heineken and Heineken 0.0 and the tagline ‘Sounds Like Good Times With F1’.
“We’re thrilled to celebrate another year of our partnership with the F1 by launching a local campaign that aims to celebrate the sounds of good times at the F1. Sound is such a critical part of the immersive experience at the Formula 1. Without the sounds of the engines roaring, crowds cheering and bars buzzing, this event wouldn’t be the one we all know and love. We look forward to seeing fans come together & celebrate the good times with their mates over this weekend, with a Heineken or Heineken 0.0 in hand at the F1.”
Heineken Australian Country Manager Dino Bozzone
“Being from Melbourne, it’s hard not to notice the sounds of the F1 when March arrives. So our aim was simple: to create a campaign that makes Heineken synonymous with the sounds of the F1 in a fun and engaging way.”
Saatchi & Saatchi Australia Creative Director Carlo Mazzarella
The campaign was briefed in by and created for a team at client Heineken Australia which included Country Manager Dino Bozzone, Brand Manager Ben Fisher, Connections Planner Lawrence Beatt, Marketing Manager Helen Griffiths, Media Manager Carol Kearney, Head of Media Clare Tsubono, Customer Marketing Managers Kaitlyn Hargans and Therese Watts, Activation Executives Lauren Barbato and Alexandra Thoma, plus Customer Activation Managers Raphael Chagas and Alice Theodosi
The group that conceived and created the campaign at creative agency Saatchi & Saatchi Australia was led by Managing Director Toby Aldred, Group Account Director Ben Frost, Account Director Tim Marshall, Senior Planner Adelaide Day-Collett, Chief Creative Officers Mandie Van Der Merwe and Avish Gordhan, Creative Directors Carlo Mazzarella and Piero Ruzzene, Copywriter Phoebe Joiner, Art Director Mary Graham, Designer Christopher Kamis and Senior Integrated Producer Tanith Williamson.
The production company was MOFA with Director Bill Bleakley, Executive Producer Llew Griffiths and Producer Christine Tan. Post was handled by ARC EDIT and sound by Mosaic Music & Sound.
The media agency was UM where the team included Senior Client Director Mark Ryan, Senior Creative Connections Planner Andrew Harris, Senior Planning Manager Aidan O’Brien and Trader Claudia Choueifate.
The digital agency was Affinity with Senior Strategist Dani Collins, Integrated Delivery Director Laura McClintock and Strategist Lukass Strungs.
The experiential agency was Momentum Worldwide where the team included Account Manager Annie Rose, Client Services Director Marina Earp and Creative Director Rob Masterson.
Customer marketing was handled by Home of PMG with Creative Director Clive Blackstone, Senior Account Director Jessica Brigstocke, Account Director John McSherry, Digital Manager Andre Fernandes and Account Manager Rik Dutta, as well as DE Director Paul Cameron, Business Director Velco Dojcinovski and Account Manager William Pointon.
PR was handled by Maven PR Founder/Director Sophie Muir and Account Director Georgie Smith.
Sound plays a key role in F1’s appeal: especially to committed (rather than casual) motorhead fans.
Indeed, when F1 rebranded back in 2017 with ‘A New Era Awaits’ campaign, a new sonic logo was a core element of the new identity.
This work neatly dovetails with Heineken’s umbrella ‘Good Times’ platform.
The origins of this underlying marketing and messaging idea was that former Chair and CEO Freddy Heineken, the grandson of brand founder Gerard Adriaan Heineken, who first founded the beer brand, was once quoted as saying: “We don’t sell beer, we sell gezelligheid” – ‘Gezelligheid’ being a word that encapsulates the feeling of good times.
The marketing team has chosen to keep this sentiment at the heart of the beer since then in various ways. So, as Heineken celebrates its 150th anniversary, it has brought gezelligheid back to the coompany’s core mission and message by measuring success ‘through the good times and human connection it enables’.
“We’ve evolved the way we measure our success. We will still track our traditional markers of success, but with added ‘Good Times’,” explained Brand Head Bram Westenbrink. “A need for good times is particularly relevant in the context of the world right now. Our research found that 87% of consumers globally believe it’s more important than ever for them to have a good time. As we look ahead from our 150th anniversary we wanted to celebrate our brand’s heritage in creating good times by making them a part of our ongoing brand tracking metrics.”
The 2024 Australian GP work further adds to Heineken’s rich heritage of F1 campaigns which includes 2023’s ‘Best Driver’ anti drink driving initiative and ‘Player 0.0’ gaming project, plus 2022’s ‘The Night Is Full Of Great Drivers’, 2021’s ‘Dutch GP Trophy’ made from recycled bottles, 2021’s ‘Pit Wall Bar’ immersive home race experience, 2020’s Italian GP musical ‘Socialize Responsibly’ campaign, and British GP ‘NHS Workers Drive-In’ race experience, as well as 2020’s ‘Father and Son’ responsible drinking project…..to name but a few.