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The Strategy

“While Heineken drinkers know many of the hot spots in their cities, they may not always venture out of their comfort zones,” said TjeerdVeldhuis, Marketing Manager for Heineken South Africa. “We want the Open Your Citycampaign to inspire them to break from their habits and to explore the unknown secrets of their cities.”

Over three months, Heineken consumers from Johannesburg, Durban, and Cape Town found the hidden gems of their city whilst meeting new groups of people. By allowing its consumer to explore their cities by attending three secret location events.  

On the 9th of December, Heineken hosted its #OpenYourCity Invite-Only event which took place at a secret location in Newtown, Johannesburg. The event headlined multi-award-winning rapper Kwesta, together with rapper Wale, whom he collaborated with on the hit singleSpirit. The event also featured local A-list DJ’s such as internationally acclaimed Black Coffee, Euphonic, DJ Capital and Ms. Cosmo to set the vibe for the night.  

The Duma Collective team provided the brand with Social Media & Influencers and Talent Procurement services. For the social media campaign, a team of celebrity influencers was gathered to spread awareness on social media platforms and radio stations of the sponsored events that occurred in and around the different cities. The influencers attended the events to further promote the brand.


January 22, 2018