How do you land that you don’t need to know the rules to enjoy the Rugby World Cup with Heineken?

To bring the global Heineken 2019 Rugby World Cup campaign alive locally, we created #TeamHeineken and its dedicated hero experience to show that even when the team you support isn’t playing, Rugby World Cup matches present the opportunity for social occasions, especially with a Heineken in hand.

The immersive pop-up at Rosebank Mall was designed and built to bring the concept of #TeamHeineken to life and to get a wide array of people interested in the Rugby World Cup (including previously non-rugby fans).


The always-on pop-up that ran for 23 days blended the magic of the global festival of rugby and Heineken’s premium beer, augmented by engaging tech.

People of legal drinking age could sign-up at the door to access the space, where they could sample the first alcohol-free Heineken 0.0 from the revolutionary Heineken Blade draught system (a first on the African continent at the time), and stand a chance to receive a limited-edition personalised Heineken Rugby World Cup 2019 bottle.

Visitors could also play digital games, including a virtual reality kicking game for an opportunity to win merchandise that was on display in the pop-up space.

The experience for thousands, was seen and spoken about exponentially, thanks to a comprehensive communications strategy and influencer programme combining rugby, entertainment and cross-over personalities to drive hype.


+4.8K experience participations over 23 days

+5k Heineken draughts sampled

9 targeted influencers shared their pop-up experiences