As global sponsor of Formula E, Heineken® sought to engage Jakarta’s youth by delivering a fresh experience. However, the challenge was to navigate the complex political landscape due to Heineken®’s identity as an alcohol brand. Maverick turned this challenge into an opportunity by crafting a powerful narrative that underscored the brand’s deep respect for local culture and its unwavering commitment to responsible consumption.
This narrative came to life through a strategic virtual press conference and an exclusive Meet & Greet at Ashta SCBD with a Formula E driver. The press conference was attended by 35 journalists, providing a platform for disseminating key messages and facilitating media coverage. It garnered 59 articles, exhibiting neutral to positive sentiment, indicating a generally favorable reception of the campaign’s messaging. Meanwhile, the Meet & Greet was attended by 12 journalists, offering a more exclusive and intimate interaction with a Formula E personality. This event impressively yielded 13 organic articles without a press release. Furthermore, community partners posted 111 organic posts with a total reach of 308,000, successfully fostering positive discussion about Formula E and Heineken® amidst sensitive political conversations, through mentions of the Heineken® owned account or its campaign hashtags.
