Heineken Silver has opened the gates to Club Silver, an open air bar at the Parnell Lawn Tennis Club.
The bar, which started in December last year, is running every Friday and Saturday from 2 to 8pm until January 31.
It features striped parasols, polished greens, DJs, rotating caterers and a mixture of cultural takeovers.
The activation acts as the experiential centrepiece of the Heineken Silver Summer campaign, laddering directly into the Heineken Join the Club brand platform.
A simple goal
DB Breweries marketing director Fraser Shrimpton says the goal was simple: build a place that genuinely reflects the way Kiwis drink Heineken Silver.
“Afternoons are the heart of a New Zealand summer, and that’s exactly the moment Heineken Silver owns. Club Silver is built for that golden window. It’s premium but easy. Stylish but relaxed. It’s unmistakably Heineken.
“We wanted to make Club Silver impossible to miss. Every channel works hard to drive discovery, foot traffic. We were really excited to be able to broadcast live DJ moments across Auckland in real time, from roaming digital trucks to high-impact out of home. We turned the energy of the club into a stream of live content that can find people wherever they are.”
Club Silver by an agency village
Special PR led on creative ideation, brand experience and media relations, while dentsu Aotearoa orchestrated a nationwide media plan spanning outdoor, digital, Uber, Spotify and socials.
Saatchi & Saatchi NZ have worked across the Heineken Join the Club brand platform activity. Multiplied carried the Club Silver energy into retail, translating the lawn-club world into shopper moments across Woolworths, Liquorland, Super Liquor, Big Barrel/Thirsty Liquor and Liquor Centre/Bottle-O.
The Supreme Group were tasked with bringing the Club Silver creative vision to life, delivering an activation build and fit out to prepare two tennis courts for lounging and sipping.
The post Heineken Silver serves up summer with Parnell lawn bar appeared first on stoppress.co.nz.
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