Johannesburg is one of the most unpredictable cities in the world. But in a world of obstacles, the people of Jozi (as Johannesburg is known) have learnt to spot, juggle, and exploit every opportunity. It’s referred to locally as the Jozi Hustle. And it’s very similar to rugby. Where amateurs see obstacles, a skilled player sees opportunity.

So Heineken took rugby off the field and onto the streets of Jozi, showing people just how familiar the game of rugby really is. Four rugby-inspired challenges, bringing rugby to life in the lives of our target market and challenging them to ‘Get Your Game On’.

We created a series of engaging videos, entertaining and educational posts, celebrity interviews, and bespoke content created by local influencers. Then, because there are more that 50% more active mobile connections in South Africa than there are people, we brought it to life on their phones.

The campaign focused on a live, unscripted event in Johannesburg during the 2015 Rugby World Cup - planned to coincide with a South African Rugby World Cup match. Video, image and Periscope content was produced and pushed live on the day, allowing the target market to follow the event in real-time.

Two weeks prior to the challenge day, seeding was done on social media and radio to build hype around the event.

From the day of filming, episodes were edited in to five 30-second videos, released episodically every two to three days in the build up to the Rugby World Cup final. Bespoke content was also produced by carefully selected, social influencers.

During every rugby match, real-time content was released, encouraging our audience to engage with the Rugby World Cup. Content was seeded on YouTube, Facebook and Twitter, as well as seeded out via key influencers and media partners.

354,876 video views: 135% above the High-road target, and 201% above the low road target.

We overtook our main competitor (& sponsor of the South African national rugby team) in terms of Twitter followers. Before Rugby World Cup 2015, we had 11,300 followers and finished with 15,604 - ahead of Castle Lager with their 14,897 followers (exceeding our target by 400%)

12,863 organic growth in Facebook fans in the period

We owned the RWC2015 conversation (vs competitors & other sponsors) with 75% more conversation about us.

Impressions/Reach for campaign period: 22,328,390

Clicks/Engagements: 82,556