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MSLGROUP - Best Consumer Event

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Company Description: MSLGROUP is Publicis Groupe’s strategic communications and engagement group, advisors in all aspects of communication strategy: from consumer PR to financial communications, from public affairs to reputation management and from crisis communications to experiential marketing and events.
Nomination Category: Live Event Categories
Nomination Sub Category: Best Consumer Event

Nomination Title: MSLGROUP & Luminous Experiential MSLGROUP, Hong Kong: Heineken – Shape Your City

The date on which this nominated production was first presented: July 28, 2016

Describe the nominated event's communications objectives and how it met those objectives, including the event's genesis, development, performance, and results to date (up to 525 words).


Due to the low barriers to entry, the robust beer industry in Hong Kong has created a highly competitive landscape. The brief was to strengthen Heineken’s brand awareness, engage local customers and convert existing beer-drinkers to Heineken fans by bringing to life its global campaign “Shape Your City” in Hong Kong with the launch of the new packaging of “City Edition”. However, along with the increasing population and pressure of life, the city-dwellers in Hong Kong are losing their passion to the city and see it just a place for work and living. It was crucial to come up with a smart idea to build the local connections and ignite local consumers’ passion.


Our target audience is a group of smart, discerning professional men between the age of 25 and 34 who are the city-dwellers, growing up with Hong Kong. Despite of the life pressure, they still love the city and especially miss the old days. So we decided to leverage with the traditional iconic elements of Hong Kong to ignite local people’s passion and position Heineken as a friend celebrating the love and pride of the city together with consumers.

We established a presence with strong visibility on our audience’s journey to work and around town by transforming a tram – the iconic transportation of Hong Kong for over 100 years – into the first illuminated tram bar in the city, fusing tram-riding with club-bar experience to engage with consumers, and inspire them to shape the city.

The activation was further amplified through a range of offline and online touchpoints incl. OOH, digital advertisement, traditional and social media influencers throughout the campaign period.


Over the period of seven months, a decommissioned tram was physically transformed into an illuminated tram bar of which the exterior was dressed in the brand’s well-known green and red, with visuals of Heineken’s new packaging, and the front of the tram featured the brand’s iconic red star. The interior was made into a make-shift bar where people onboard can enjoy complimentary Heineken beers of the ‘City Edition’.

We kick-started the campaign by hosting an event for traditional media and social influencers to generate awareness. Then, Heineken fans and friends were invited to join in the parties on the moving tram by registering through Facebook, the campaign website, or by scanning the QR codes that were marked on the new ‘City Edition’ Heineken beer cans and bottles.

The mobile bar took the route along the northern coast line of Hong Kong Island, three 45-minute rides a week, from July 28 to August 20.


Business impact: Total sales volume during the 2016 campaign period exceeded 17.3% over that of the Heineken’s 2015brand campaign

Brand exposure and engagement:
-Digital display advertisements delivered 7.9+ million impressions, 3.4+ million video views and drove 74,000+ clicks
-Facebook activation delivered 3.5+ million impressions, 52,000+ video views and 16,800+ audience engagement (likes, comments, and shares)
-Facebook paid engagement performed twice over that of Heineken’s 2015 brand campaign
-Garnered 160+ print and online articles, 117 social posts, which achieved a PR value of HK$17+ million

List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Event: Luminous Experiential MSLGROUP
PR and social: MSLGROUP Hong Kong