The first edition of Kenya’s ultimate beer festival was held in 2019 with the aim of giving Kenyans a space to celebrate beer the Kenyan way, inspiring the name, Oktobafest (a Kiswahili version of the usual “Oktoberfest”). In 2022, Tusker’s centenary year, consumers asked for a BIGGER & BOLDER SHEREHE. We delivered.

1. TUSKER OKTOBAFEST 2022
DIGITAL MEDIA & LIVESTREAM
BY: ROBINSON NJENGA
robin@gdfkenya.com

2. TABLE OF CONTENTS
1. BACKGROUND
2. THE BRIEF
3. DIGITAL MEDIA
a) Video
b) Photography
4. LIVESTREAM
a) Map
b) Schematic
c) Equipment
5. AFTERMOVIE

3. The first edition of Kenya’s ultimate beer festival was held in 2019
with the aim of giving Kenyans a space to celebrate beer the Kenyan
way, inspiring the name, Oktobafest (a Kiswahili version of the usual
“Oktoberfest”).
In 2022, Tusker’s centenary year, consumers asked for a BIGGER &
BOLDER SHEREHE.
Unlike anything Kenya has seen before, the Beer, Food & Music
experience ran from 28th - 30th October 2022 with 3 mega stages
hosting over 100 Kenyan acts & attracting over 30,000 people.
1.
BACKGROUND

4. THE BRIEF WAS SIMPLE, YET AMBITIOUS.
 Across the month of October, create digital
media to drive awareness, engagement,
conversion & brand association amongst 18 –
24 yo.
 Livestream a mega event from the 28th to the
30th October 2022.
2. THE BRIEF

5. 3. DIGITAL
MEDIA

6. The objective was to recruit 18-24 year old consumers into the Beer category,
by inviting them to participate in disruptive brand experiences to reverse the
notion that “beer Is boring”.
3. DIGITAL
MEDIA

7. 3. DIGITAL MEDIA
a) Video

8. 3. DIGITAL MEDIA
b)
Photograph
y
Genesis Design Factory was
scouting for young, disciplined
& talented photographers that
would connect and appeal to the
Target Audience for this
particular brief, and we knew
Instagram can be a solid
cornerstone to a complete
recruitment plan if leveraged
strategically.
We focused on Proactive
Recruiting, zeroing in on ideal
candidates on the platform.

9. 3. DIGITAL MEDIA
b)
Photograph
y
Through Instagram, we were
able to recruit & work with a
creatively diverse team of
talented photographers:
1. Patrick Biwott - @star_chase
2. Shem Obara - @shem.obara
3. Justus Kisava - @justuskisava
4. Kiguta Francis -
@kiguta_francis

10. 3. DIGITAL MEDIA
b)
Photograph
y
According to the statistics, 18–
24-year-olds are the second
most populous group in the
Instagram usage world.
Tusker as a brand was seeking to
connect & appeal to the 18 – 24
consumer, so it was important
for us to move into their space
& speak in their language,
literally, acoustically & visually.

11. 4. LIVESTREAM
With 3 mega stages roughly 600m apart each, and a need to Vision Mix & Livestream all performances at
full HD simultaneously. This presented the team an excellent opportunity to upgrade from SDI to
Ethernet.
It is inevitable that SDI will be entirely replaced by Ethernet; the only question is when?

12. WELLSPRING
Use this color palette when you
want a blend of nature-infused
hues that highlight the
compatibility of the greens and
the “health giving” properties of
these deliciously subtle and
nourishing hues.
4. LIVESTREAM
a) Map

13. 4. LIVESTREAM
b)
Schematic

14. WELLSPRING
Use this color palette when you
want a blend of nature-infused
hues that highlight the
compatibility of the greens and
the “health giving” properties of
these deliciously subtle and
nourishing hues.

15. 4. LIVESTREAM
c)
Equipment

16. AFTERMOVIE