Beer brand Heineken recently wrapped up a hugely successful experiential campaign, and fans are said to want more of the same. Globally, Heineken invests significantly in experiential campaigns, a strategy that allows the brand to connect with consumers and to drive its brand proposition “Open Your World”. Locally, Heineken SA adapted the company’s global City campaign, which was held in New York, Amsterdam and London, for the local market. “For SA we focused on Cape Town, Johannesburg and Durban and during the last few months of 2016 we invited people to vote for the city they believed should be awarded a #City Shaping experience,” explains Heineken SA marketing manager, Themba Ratsibe. After Cape Town garnered the most votes, Heineken partnered with influencers, creatives, a graffiti artist and even engineers from the city to create an experience reflecting the Mother City’s culture. “Together with our local partners we set out to discover a forgotten space in the city which we r...
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