For six young local acts, their performances at the Hansa Festival of Legends represented the culmination of a long journey to success from thousands of hopefuls.
Hansa, together with 34 and music industry heavyweights Zakes Bantwini, Teargas and scout Thabiso Khathi embarked on a nationwide search for rising musical talent in October, starting at grassroots level with tavern battles before extending into live regional showcases and then a national digital campaign.
The 'Search' campaign, conceptualised by 34, enjoyed national radio and ATL support and involved over 35 events.
Having successfully delivered the 'Search', Hansa and 34 turned their attention to creating and managing several consumer experience zones at Orlando Stadium.
Special attention was paid to engaging fans around the key ingredients that combine to create Hansa's crisp and refreshing taste, while tailored consumer rewards were linked to product purchase, further adding to the overall beer experience.
Commenting on the success of the campaign, Business Unit Director Tom Fels at 34 says, "We've truly hit the sweet spot by activating the Hansa brand in a way that is closely aligned with beer drinker's interests, and having seen the reaction from the market, we know we are in the right space."