Luminous Experiential MSLGROUP together with MSLGROUP win GOLD at the 2017 Asia-Pacific Stevie Awards for the Heineken “Shape Your City” Campaign

Apr 19, 2017

Heineken’s brief to Luminous Experiential MSLGROUP and MSLGROUP was to strengthen its brand awareness, engage customers and convert existing beer-drinkers to Heineken fans by bringing to life its global campaign “Shape Your City” in Hong Kong with the launch of the new packaging of “City Edition”.

However, along with the rapid development of the city and the increasing population and pressure of life, the city-dwellers in Hong Kong are losing their passion to the city and see it just a place for work and living. It was crucial to come up with a smart idea to build the local connections and ignite local consumers’ passion.

In view of that, we decided to leverage with the traditional iconic elements of Hong Kong to ignite local people’s passion for the city and position Heineken as a friend celebrating the love and pride of the city together with consumers.

We transformed a decommissioned tram – the iconic transportation of Hong Kong for over 100 years – into the first illuminated tram bar in the city, fusing ram-riding with club-bar experience to build a powerful event platform to connect and engage with consumers, and inspire them to shape the city.

The activation was further amplified through a range of offline and online touchpoints incl. OOH, digital advertisement, traditional and social media influencers throughout the campaign period.

The Asia-Pacific Stevie Awards are the only business awards program to recognize innovation in the workplace across all 22 nations of the Asia-Pacific region and are widely considered to be the world’s premier business awards, conferring recognition for achievement in programs such as The International Business Awards for more than a decade.

For the 2017 Asia-Pacific Stevie Awards Luminous Experiential MSLGROUP and MSLGROUP won a GOLD Award for Innovation in Consumer Events – Advertising, Marketing, and Public Relations

Gold, Silver and Bronze Stevie Award winners are determined by the average scores of more than 50 executives around the world acting as judges in March and April.

Details about the Asia-Pacific Stevie Awards and the list of Stevie Award winners are available at: