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How do you make ordinary Point of Sale material interesting? Easy, you cut them. We transformed Heineken's PoS material in key outlets into a cap… Read More
How do you make ordinary Point of Sale material interesting? Easy, you cut them. We transformed Heineken's PoS material in key outlets into a captivating bar game during the Rugby Sevens in Dubai. Read Less
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Heineken Pub Rugby

Heineken is the official sponsor of the Dubai Rugby Sevens. The premium tasting Lager wanted to engage rugby fans and beer drinkers before the tournament. Ordinary tent cards and coasters weren't going to cut it... so we decided to cut them. 

We turned standard promotional material into a captivating bar game. With only two days of launching our new game in key outlets, we received countless mentions via social media such as facebook and twitter as well as popular blogs in the region. 

Weeks leading up to game day, delighted beer drinkers were challenging their mates to a game of Pub Rugby whilst enjoying a ice cold Heineken.