Heineken has used this year’s Australian Grand Prix to launch its global sponsorship platform ‘Cheers To All Fans’ in Australia, with an immersive activation delivered by Momentum Worldwide at Albert Park.
The race weekend experience was designed to celebrate fan culture while driving awareness and trial of Heineken Silver, the brewer’s premium low-carb lager, as part of Heineken’s long-running global Formula 1 partnership.
A large-scale fan hub at Albert Park
At the centre of the activation was a seven-metre-high stacked bar made from four shipping containers, topped with a live DJ booth and positioned as a focal point across the race precinct.
The installation acted as both a hospitality venue and a social meeting point, designed to encourage interaction among racegoers across the weekend.
On Saturday, the space also hosted the national final of Heineken’s Star Quality bartender competition, where bartenders from across Australia competed using the brand’s five-step Star Serve ritual: rinse, pour, skim, check and serve.
Social media creator Schooner Scorer also appeared during the activation, helping crown the winning pour and creating live content for his audience of more than 500,000 followers.
Momentum’s creative concept drew on research commissioned by Heineken showing that 75% of fans say shared passions have helped them meet new people.
Dino Bozzone, the country manager of Heineken Australia, said Formula 1 provided a natural setting for the campaign.
“Formula 1 brings motor racing aficionados together like no other sport, and with ‘Cheers To All Fans, ’ we’re turning that energy into real connections. Albert Park was the perfect place to celebrate shared passions, enjoy a Heineken Silver, and create moments that fans will remember long after the checkered flag.”
A long-running agency relationship
Jen Peace, managing director of Momentum, said the brief was to create a visible and memorable presence that encouraged trial while reflecting the social side of fandom.
“We’ve been activating with Heineken at Formula 1 for more than a decade, and our focus is always on elevating the experience for visitors. This year we wanted to create something impossible to ignore, a bold social landmark that embodies the power of fandom to bring people together while driving meaningful engagement and trial for Heineken.”
The activation is the latest project in Momentum’s 26-year relationship with Heineken, with the modular structure designed to be reused across festivals and major events in Australia throughout the year.
Top Image: Heineken