Heineken is one of the world’s most recognised brands, available in 192 countries, the brand occupies a premium segment in the beer market.

Heineken sponsors more than 1,000 music events internationally making these events an important marketing gateway for entry in to youth markets.

This year marks the ninth year running that Heineken will take the Kingdom by storm with its third Cambodian Electronic Dance Music (EDM) celebration, EDM Raveground 2.0.

The event will take place on March 30 at the Hotel Cambodiana. Ticketing has been covered by using a segmented release format, tickets in wave one are the cheapest as they are furthest away from the event. Subsequent releases will increase in price.

In total four waves of tickets will be released, two waves have already sold out. Currently Heineken have released the third wave of tickets, with pricing set at $15, there is one more wave after that. If tickets are available they will also be sold on the door at the event at a price of $25.

Complete with elaborate and extravagant stage designs, coupled with a huge sound system, Heineken is bringing international DJs to Phnom Penh in an effort to appeal to the youth demographic, and provide an inspiring activation with extra experiential activities to create a holistic experience for event attendees. The event will also see the biggest dance floor to ever be seen or experienced in Cambodia.

This is all part of Heineken’s global music platform, though it does not come under the banner of any global campaigns. It is a marketing strategy that aims to appeal to and engage with consumers in an effort to promote the brand to specific target demographics. The brand is looking to dedicated EDM fans in the millenial demographic to be most responsive to this event.

Heineken feel that their brand messages of celebrating life and lifestyle, as well as living in the moment and enjoying friendships, will successfully reach its demographic and resonate with them.

This year Heineken is expecting to surpass the attendance of previous festivals by bringing 4,000 party goers through the turnstiles. International DJs, DJ Dyro, Dj Ray Ray, and DJ Apster will take to the stage, supported by local Cambodian DJs and singers. Attendees will also run the gamut on the day with members of the public, dedicated EDM enthusiasts, Heineken fans, celebrities, models and social influencers all present.

Heineken maintain that EDM is and has always been part of the Heineken brand DNA, as both of these products were born in Amsterdam.

The message Heineken is sending is one of inclusivity and joy. Encouraging consumers to celebrate their lifestyle and be present to share commonalities rather than dwell on difference.

Heineken is creating an event that encourages understanding regardless of race, gender or nationality is part of the brands commitment to issues that are important to the demographic.

As part of this commitment to important issues, the event will incorporate a special session dedicated to Earth Hours 65th anniversary.

The aim for Heineken in a marketing sense is to be personally relevant to consumers and be attached to personal culture’s and origins within the target demographic.

Heineken want to be inspiring but remaining personally relevant to each consumer. This is no mean feat when considering Heinekens huge reach and the diversity of consumers in Cambodia.

A combination of traditional and new media are now generally seen as the most effective way to promote brands and encourage brand recognition as well as brand image, customer loyalty and commercial success. By tailoring their events to cater to local communities, Heineken has had significant success marketing to local taste and developing strategies that work to convey the messages that Heineken wish to promote.

In Cambodia with its EDM Raveground 2.0 event, Heineken hopes to bring together its creative themes and brand values in a single activation to provide an immersive and enjoyable atmosphere that will result in new fans of the brand, and increased brand loyalty for consumers in the premium beer market segment.