Heineken® AghPay

7. Commerce Kancils [7.3 Best use of Commerce (digital-led)]

Links:

https://www.heinekencreds2025.com/

Product/Service:

FMCG – Alcoholic Beverage: Lager

Client:

Heineken Malaysia Berhad

Brief:

From Heineken®’s global proposition of ‘Unique balanced taste for that first ahhh,’ we needed a local top spin that would remain relevant and resonate with Malaysian consumers enough for them to pick up a Heineken® over other brands. As a premium beer, Heineken® sits at a slightly higher price point compared to its competitors, especially with the second highest beer tax in the world, making it an uncommon choice for consumers. And thus, the local activation was borne from the observation that the more your day makes you go agh, the more you need that Heineken® ahhh.

Solution:

We introduced AghPay, a playful payment method where we harnessed consumers’ agh sounds and turned it into a currency that could help them pay for real pints of Heineken®. This was done online with Instagram and our microsite, as well as on-ground with our AghPay credit card machine and our AghTM, an ATM-inspired version. Consumers only had to shout into an AghPay connected device, and our AI voice analyser did the measuring. The longer, louder, and more annoyed the agh, the higher the AghPay credits earned, ready to be spent online via Shopee, or redeemed via vouchers in bars for a proper pint, ensuring consumers got to their first ahhh with Heineken®.

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