The Assegai Awards acknowledge and award integrated marketing campaigns that deliver exceptional results.

The '#TeamHeineken' campaign was recognised in the categories of Integrated Direct Marketing Campaign (Silver award), Innovative Solutions (Bronze award) and Face to Face Activations (Leader award).

'#TeamHeineken' was created to localise Heineken® South Africa's status as a worldwide partner of the Rugby World Cup™. The campaign set out to embody the idea that the spirit of the tournament can be enjoyed by anyone, whether you know the rules of the game or not.

The multi-faceted campaign spanned from comprehensive broadcast integration to premium experiences. Standout campaign highlights included:
  • the country's most spectacular live match viewing experiences
  • a retail pop-up activation, and
  • in a PR masterclass, Heineken® enabling the entire country to join '#TeamHeineken®' and view the final match through sponsorship of the live free-to-air broadcast on SABC.
The campaign was spearheaded by ambassador and former Springbok captain Warren Whiteley who, alongside a selected group of influencers and an array of traditional PR tactics, brought '#TeamHeineken' to life.

Lauren Muller, marketing manager at Heineken® South Africa, says, "Heineken® always aims to create memorable experiences and bring enjoyment through all of our sponsorship platforms. We are immensely pleased to be recognised for the '#TeamHeineken' campaign and would like to thank the Assegai Awards for this acknowledgement."

"'#TeamHeineken' was able to both introduce rugby to new fans and resonate with existing fans, which ensured its success. We'd like to acknowledge our colleagues and agencies, Levergy and Sonic State for their brilliant work on the campaign," concludes Muller.

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