MOSI Lager 'MOSI Day Of Thunder'
67
ACTIVATIONS
+17K
CONSUMERS ENGAGED
8K
FESTIVAL ATTENDEES
About the Campaign
Exp Agency partnered with Zambian Breweries to deliver the “Road to Mosi Day of Thunder” campaign and execute MOSI Lager at the MOSI DOT event - an integrated Live+ experience designed to build anticipation, drive sales, and culminate in one of Zambia’s biggest cultural music festivals.
Campaign Detail
1.
The Challenge
Drive nationwide excitement and engagement for Mosi Day of Thunder while increasing brand loyalty, boosting product sales, and creating a seamless journey from pre-event engagement through to a premium festival experience.
2.
Our Approach
We developed a multi-phase Live+ ecosystem that connected consumers to the brand at every stage:
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In-bar activations & roadshows across key towns to build grassroots excitement and drive trial.
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A digital microsite allowing consumers to vote for artist mashups—turning fans into co-creators of the event.
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A curated Mashup Listening Party to build exclusivity and anticipation.
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The iconic Thunder Bus VIP experience, delivering an immersive, end-to-end brand journey from Lusaka to Livingstone.
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A high-impact festival experience, featuring interactive zones, games, and the standout Mosi Village—designed for deeper engagement, content creation, and brand storytelling.
This fully integrated approach ensured Mosi was present across physical, digital, and cultural touchpoints.
