Newly-created Rev Asia gets RM1mil campaign with Heineken
By Digital News Asia November 11, 2013
- Integrated campaign in support of annual Heineken Thirst event, which takes place Dec 14
- 4mth blitz to leverage print and digital media properties, aims to reach 4mil urban youth
DIGITAL media group Rev Media Equity Holdings Sdn Bhd (Rev Asia), established by the merger of select Catcha Media Berhad subsidiaries and Says Sdn Bhd on Oct 8, said it has started executing its first integrated content marketing and advertising campaign.
The RM1-million (US$314,000) campaign with Heineken (a brand under Guinness Anchor Marketing Sdn Bhd) will be in support of the annual Heineken Thirst event, which takes place Dec 14 at the Sepang International Circuit.
The Heineken Thirst x JUICE Pre Party Series will see Heineken and Rev Asia’s regional street culture brand JUICE pair up to produce a three-city music event, with the aim of bringing the Heineken Thirst experience to the brand’s key market centres outside of the Klang Valley, Rev Asia said in a statement.
Rev Asia began to roll out a four-month integrated media campaign last month, and which will end in January 2014. The media blitz leverages media properties belonging to and serviced by Rev Asia and includes widespread content marketing and advertising across the company’s relevant print and digital media including JUICE Malaysia and Singapore, Clive, M!nt, Hanger, MSN Malaysia and Lowyat.net, social media seeding via Says.com’s 8share and the magazine’s and online portal’s Facebook and Twitter accounts, as well as various promotional contests and on-ground activities.
In addition, a special print and iPad 13th edition of JUICE has been produced in conjunction with the event series; copies have been available on http://www.thirst.com.my/ since the end of October.
The integrated campaign aims to reach more than four million urbanites aged 18 to 30 years old across Malaysia, Rev Asia said.
“The campaign … is a perfect showcase of Rev Asia’s strengths and the kind of targeted content marketing and integrated media solution that we can provide to our clients,” said Voon Tze Khay (pic), Rev Asia managing director.
The Heineken Thirst x JUICE Pre Party Series will take place in Ipoh, Penang and Johor Bahru on Nov 16, 23 and 30 respectively.
“Rev Asia’s ability to create and curate engaging content specific to our audience and deliver it in a targeted fashion, digitally and through print and social media is exciting for a brand such as ours,” said Jessie Chuah, marketing manager of Heineken Malaysia.
“Our customers are young and savvy, and they want to be part of the conversation not just spoken to. Rev Asia’s expertise and media platforms are able to do precisely that,” she added.
In 2012, Catcha Media tied up with Heineken for the Progressive Tour, which was organised by JUICE and held in conjunction with Heineken’s new bottle launch.
For more information on the Heineken x JUICE Pre Party Series, go to http://www.juiceonline.com/ or http://www.thirst.com.my/. These events are strictly for those aged 18 years and above only.
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