LIT ZONE

In a highly-regulated industry, how could Pacific Cigarette Company use the Victoria Falls Carnival to conduct one of the largest targeted research activities in the history of the country?

The Victoria Falls Carnival is one of the largest musical festivals on the African continent, attended by revellers, young and old, from across the region and as far afield as Europe.

Working together with the Vic Falls Carnival organising team, Rogue developed a unique experience that doubled up as a research activity. We created the Lit Zone; an all-encompassing sensory experience that allowed Pacific to gain valuable information and insights on their new pan-African cigarette brand.

With over 700 respondents in just two days, the Lit Zone was one of the highlights of the 2019 Vic Falls Carnival. Through strategic partnerships and placements with MTV BASE, GQ Magazine and Star FM, total earned media for the Lit Zone was upwards of USD$100 000 in the build-up to, and during the 3-day event.