Castle Lite ‘Feel the Beat of Sub Zero’ Brand Experience
IT WAS THE EXPERIENTIAL EVENT OF THE YEAR
Behind the Magic
An Igloo in Africa
Castle Lite was looking for the “biggest igloo in Africa” to host this event. The Northgate Dome was the obvious venue solution. On the night, the outside of the Dome will be lit up to resemble an enormous igloo.
Setting the stage
The set and stage have been designed specifically to ensure that Castle Lite will remain front-of-mind at all times, and to amplify the brand’s position by creating a premium and memorable experience throughout the duration of the concert. Custom designed bars will wrap the main stage and act as crowd barriers, all-the while, confirming that Castle Lite owns the event space. The design of the bars will also ensures that guests continuously engage and interact with the extra cold Castle Lite experience.
Screen Size Matters
Two enormous, 40 metre, graphic mapping screens extend out from either side of the LED on the main stage. The resulting 80 metre screen provides the perfect platform for Castle Lite to further entrench its brand positioning in an interactive, innovative and technologically advanced way. Graphic sequences create the illusion of multiple screens at various depths, ensuring Castle Lite is continuously brought to life and customers never stop engaging with the brand.
When it comes to Technology…
Massive visual effect is achieved by 900 square metres of projection surfaces, totaling an impressive 95 metres in length. The expertly produced high-end graphic animations push out at four times the width of full HD, creating a vast, impactful visual experience for the guests
Never Seen Before
When it comes to the performances, this event not only features an impressive selection of SA’s top artists, it sees them collaborate for the very first time. This once-off collaboration featuring Magesh, HHP, Tumi and Zakwe, is complimented by a high energy, non-stop DJ set mixed by 12 DJ’s simultaneously. Essentially, an unforgettable twelve pack ‘DJ Off’, that includes Major League and Ms Cosmo. The night will also be kept vibrant by a selection of non-stop variety performances taking place from 18:00 – 23:00
Experiential Bar Zones
Thanks to the clever use of technology, extraordinary sensory experiences will be created around the bar areas to make sure that the guests enjoy a memorable experience that is intrinsically linked back to the Castle Lite Brand.
Identify & Integrate
This will be the largest RFID (radio-frequency identification) event ever to be held in Africa. To our knowledge, the previous record was for an event of just one thousand. The RFID will not only create easy access points for the guests, but also bring the brand narrative to life. Another first: this will be the biggest event to integrate Social media and RFID technology in Africa. Due to the fact that Castle Lite is scheduling social posts, this will most likely be the largest amount of posts from one event for a brand in South Africa, with the maximum potential at 100 000 posts (predefined) and the maximum potential reach of online consumers at 17 000 000.