Campaign details
Brand: AB InBev (South Africa) / SABAgency: Initiative Media (Johannesburg)Region: EMEA
Objectives
The purpose of the game was to:
- Drive the "Switch @6" concept, and make Hansa the first drink of the night.
- Reach out to and engage with South African mobile users, giving them a fun and positive interaction with the Hansa brand.
- Promote an understanding of the special intrinsic characteristics of Hansa Pilsener in order for users to appreciate the benefits of "switching" to a pilsener.
- Build a database of consumers that Hansa can continue engaging with.
- Brew virtual beer in...