Kingfisher Radler & Heineken Zero ( Comic Con )
A combined space for Heineken 0.0 and Kingfisher Radler, the floor space was an immersive look into the world of Heineken 0.0 & Kingfisher Radler. With engaging activations like human foosball, a mini skate ramp and a cool custom merchandise corner, the spaces were indicative of the high energy and playful worlds the beverages represent.
The strategy was to celebrate the worlds of kingfisher Radler and Heineken 0.0 in an immersive, fun space – keeping in mind the context of a larger event like comic-con and it’s demographic.
With a low wall bifurcating the 2 spaces, we wanted to make optimum use of the pop-up space provided to us while also allowing for the 2 different brands to shine with their own key messaging and brand language.
Heineken 0.0’s brand affinity has been towards contact sports. We wanted to stay true to that while also keeping comic con and it’s audience in mind. Giving us the idea of a human foosball arena in the brand’s colours – A fun, interactive space, ensuring playful engagement from all attendees. The arena saw over 1200 participants over the course of the entire event battling it out in Heineken 0.0’s jerseys for the final prize of an exclusive life size foosball table.
The Kingfisher Radler section, in bright yellow, orange and greens of the drink consisted of a half-pipe skate ramp and an exclusive merch corner. Professional skateboarders conducting short teaching sessions for attendees, performing high-energy tricks organically drew a large crowd while highlighting the key non-alcoholic factor of the drink. The merch corner consisted of t-shirts and tote bags created with exclusive artist collaborations and served as prizes and gratifications for all participants.