Heineken Silver launches Club Silver via Special PR, Saatchi & Saatchi NZ, Dentsu and Multiplied

Heineken Silver has aced the serve of the summer, opening the gates to Club Silver, a contemporary open air lawn bar that’s transformed the historic Parnell Lawn Tennis Club into Auckland’s newest social playground. Running from early December through late January, Club Silver brings a modern spin to the country-club aesthetic: long lazy afternoons, striped parasols, polished greens, secret DJ sets, rotating food partners and a calendar of cultural takeovers.

Special PR led on creative ideation, brand experience and media relations, while Dentsu Aotearoa orchestrated a nationwide media plan spanning outdoor, digital, Uber, Spotify and socials. Saatchi & Saatchi NZ have worked across the Heineken “Join the Club” brand platform activity. Multiplied carried the Club Silver energy into retail, translating the lawn-club world into shopper moments across Woolworths, Liquorland, Super Liquor, Big Barrel/Thirsty Liquor and Liquor Centre/Bottle-O. The Supreme Group were tasked with bringing the Club Silver creative vision to life, delivering an activation build and fit out to prepare two tennis courts for one of the city’s favourite kinds of social sport; lounging and sipping.

Founded in 1872, only eight years after Heineken was first brewed in Amsterdam, Parnell Lawn Tennis Club shares the same spirit of conviviality, and as one of the oldest lawn tennis clubs in the world, opening its courts to the public for the first time in decades makes Club Silver feel both nostalgic and completely new.

Tucked between Auckland Domain and the city skyline, Club Silver is a summer oasis in the middle of Auckland; an easy, sun-soaked spot to drop in, and make the most of the day’s best hours before drifting to nearby nightlife.

The activation acts as the experiential centrepiece of the Heineken ‘Silver Summer’ campaign, laddering directly into the Heineken “Join the Club” brand platform.

DB Breweries Marketing Director Fraser Shrimpton says the goal was simple: build a place that genuinely reflects the way Kiwis drink Heineken Silver: “Afternoons are the heart of a New Zealand summer, and that’s exactly the moment Heineken Silver owns. Club Silver is built for that golden window. It’s premium but easy. Stylish but relaxed. It’s unmistakably Heineken.

“We wanted to make Club Silver impossible to miss. Every channel works hard to drive discovery, foot traffic. We were really excited to be able to broadcast live DJ moments across Auckland in real time, from roaming digital trucks to high-impact OOH. We turned the energy of the club into a stream of live content that can find people wherever they are.”

Club Silver is open every Friday and Saturday from 2-8pm through January 31 with a constantly evolving programme of cultural takeovers, public days, surprise sets and ticketed events. For more information, visit clubheineken.co.nz

Client: DB Breweries
Fraser Shrimpton, Marketing Director
Cormac van den Hoofdakker, Senior Marketing Manager
Monique Gibson, Senior Brand Experience Manager
Annabel Buckley White, Shopper Marketing Manager
Hannah Gray, Marketing Manager
Jonty Holmes, Brand Manager
Chloe Brown, Brand Event Manager
Natasha MacKenzie, External Relations Manager
 
Special PR:
Kelly Grindle, Managing Director
Natasha Benét, Group PR Director
Harry Willis, Senior PR Director
Sophie Harsent, Senior PR and Content Manager
Kale Dixon, Senior PR Executive
 
Saatchi & Saatchi NZ:
Annabel Rees, General Manager
Aaron Hodgson, Group Business Director
Rory Kelly, Senior Business Director
Jeannie Grace, Business Manager
 
Dentsu Aotearoa:
Tasmin Bradley, Senior Business Director
Grace McCarthy, Associate Digital Director
Lucciane Surtees, Business Director
Ellie Ritchie, Social Media Lead
Melis Shosanya, Senior Business Manager
Caitlin Knox, Senior Account Manager
Lawrence Kim, Digital Manager
 
Multiplied:
Tom Roydhouse, Partner
 
The Supreme Group
Reuben Yeoman, Director
Toni Rowe, Project and Event Manage

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