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TUSKER OKTOBAFEST 2022.pptx

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TUSKER OKTOBAFEST 2022.pptx

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The first edition of Kenya’s ultimate beer festival was held in 2019 with the aim of giving Kenyans a space to celebrate beer the Kenyan way, inspiring the name, Oktobafest (a Kiswahili version of the usual “Oktoberfest”).

In 2022, Tusker’s centenary year, consumers asked for a BIGGER & BOLDER SHEREHE.

We delivered.

The first edition of Kenya’s ultimate beer festival was held in 2019 with the aim of giving Kenyans a space to celebrate beer the Kenyan way, inspiring the name, Oktobafest (a Kiswahili version of the usual “Oktoberfest”).

In 2022, Tusker’s centenary year, consumers asked for a BIGGER & BOLDER SHEREHE.

We delivered.

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TUSKER OKTOBAFEST 2022.pptx

  1. 1. TUSKER OKTOBAFEST 2022 DIGITAL MEDIA & LIVESTREAM BY: ROBINSON NJENGA robin@gdfkenya.com
  2. 2. TABLE OF CONTENTS 1. BACKGROUND 2. THE BRIEF 3. DIGITAL MEDIA a) Video b) Photography 4. LIVESTREAM a) Map b) Schematic c) Equipment 5. AFTERMOVIE
  3. 3. The first edition of Kenya’s ultimate beer festival was held in 2019 with the aim of giving Kenyans a space to celebrate beer the Kenyan way, inspiring the name, Oktobafest (a Kiswahili version of the usual “Oktoberfest”). In 2022, Tusker’s centenary year, consumers asked for a BIGGER & BOLDER SHEREHE. Unlike anything Kenya has seen before, the Beer, Food & Music experience ran from 28th - 30th October 2022 with 3 mega stages hosting over 100 Kenyan acts & attracting over 30,000 people. 1. BACKGROUND
  4. 4. THE BRIEF WAS SIMPLE, YET AMBITIOUS.  Across the month of October, create digital media to drive awareness, engagement, conversion & brand association amongst 18 – 24 yo.  Livestream a mega event from the 28th to the 30th October 2022. 2. THE BRIEF
  5. 5. 3. DIGITAL MEDIA
  6. 6. The objective was to recruit 18-24 year old consumers into the Beer category, by inviting them to participate in disruptive brand experiences to reverse the notion that “beer Is boring”. 3. DIGITAL MEDIA
  7. 7. 3. DIGITAL MEDIA a) Video
  8. 8. 3. DIGITAL MEDIA b) Photograph y Genesis Design Factory was scouting for young, disciplined & talented photographers that would connect and appeal to the Target Audience for this particular brief, and we knew Instagram can be a solid cornerstone to a complete recruitment plan if leveraged strategically. We focused on Proactive Recruiting, zeroing in on ideal candidates on the platform.
  9. 9. 3. DIGITAL MEDIA b) Photograph y Through Instagram, we were able to recruit & work with a creatively diverse team of talented photographers: 1. Patrick Biwott - @star_chase 2. Shem Obara - @shem.obara 3. Justus Kisava - @justuskisava 4. Kiguta Francis - @kiguta_francis
  10. 10. 3. DIGITAL MEDIA b) Photograph y According to the statistics, 18– 24-year-olds are the second most populous group in the Instagram usage world. Tusker as a brand was seeking to connect & appeal to the 18 – 24 consumer, so it was important for us to move into their space & speak in their language, literally, acoustically & visually.
  11. 11. 4. LIVESTREAM With 3 mega stages roughly 600m apart each, and a need to Vision Mix & Livestream all performances at full HD simultaneously. This presented the team an excellent opportunity to upgrade from SDI to Ethernet. It is inevitable that SDI will be entirely replaced by Ethernet; the only question is when?
  12. 12. WELLSPRING Use this color palette when you want a blend of nature-infused hues that highlight the compatibility of the greens and the “health giving” properties of these deliciously subtle and nourishing hues. 4. LIVESTREAM a) Map
  13. 13. 4. LIVESTREAM b) Schematic
  14. 14. WELLSPRING Use this color palette when you want a blend of nature-infused hues that highlight the compatibility of the greens and the “health giving” properties of these deliciously subtle and nourishing hues.
  15. 15. 4. LIVESTREAM c) Equipment
  16. 16. AFTERMOVIE

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