Launched as a means of reinforcing Hansa Pilsener's key positioning of individuality, these events presented a select crowd of guests with the opportunity of expressing their unique personalities through the creation of their own light and sound shows. The events introduced guests to the Hansa Expression Booth, conceptualized and produced by Ogilvy Cape Town which made use of state-of-the-art interactive technology to allow ordinary people to direct and star in their own unique show of sound, music, light and a whole lot of rhythm.
The selected guests were each allowed 10 minutes in the Hansa Expression Booth, during which time they were given free reign to express their individuality through music and light. In order to give each event a sense of flow, the DJ presiding over the evening provided a base loop and mixed each music response from within the booth over the base loop.
These shows were then projected around the venue, on a series of plasma screens, for the entire crowd to enjoy. Consumers also receive a DVD copy of their session to take home and share with friends and family.
Hansa's Expression Session was first launched in Johannesburg, at Newtown's vibey hot-spot Shivava, in September 2006. Guests included singer and actress Lucia Mthiyane, Welile Nzuza from Scandal, members of the media and consumers. Following on from this success, a further 45 Hansa Expression Sessions took place around the country, reaching over 3500 consumers and culminating with a grand finale on December 15 in Cape Town. Ghetto Ruff's hit Hip Hop group Jozi (Bongani Fassie, LES, Crazy Lu and 2006 SAMA Award-winner Ishmael) dropped in at the party to record their own Expression Session and started an impromptu jam session with the resident saxophonist and DJ.
The guestlist at each event was limited to around 80 people, in a bid to create an intimate vibe, and to allow each and every guest to really interact with the brand on an individual level.
"Hansa Pilsener is the drink of choice for people who actively define their own individuality. And through the Hansa Expression Sessions you get the chance to take your own unique expression to the next level, by developing your own show. These Hansa Expression Sessions are what you might call a crusade to give consumers the freedom and the platform to express their individuality, to provide them with the means to actively live out their individuality," claimed Dino D'Araujo, Brand Manager: Hansa Pilsener.
