Heineken PNG Launch

Client: Heineken

Heineken approached Media Playground with the launch of Heineken in Papua New Guinea. We didn’t simply announce Heineken’s arrival, but made an unforgettable first impression. The concept had three key trigger points to motivate the target market: mystery, personality, and light. The event activation encompassed sending two mystery girls to drop off a briefcase to selected guests, including necessary contents to enter the premier event. If that wasn’t enough, we sent Justin Hodges to a local radio station to present one of the suitcases in person, and to talk about Heineken’s premier event. One week before the launch we shone a mysterious green laser into the sky of Port Moresby each night. The laser travelled 40 kilometers through the sky, ensuring everyone saw it and it sparked conversion. On the night of the Heineken Premier party festivities kicked off with a laser light show, literally spelling out Heineken in the sky.