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Profiled as “the most innovative clubbing experience”, Heineken brought a refreshing perspective to nightlife in Lagos with successful hosting at Club Escape. It was a thrilling performance with an array of Nigerian celebrities present. Benny D, who was also an official DJ for American female rapper, Eve, as well as R & B group, TLC, gave good accounts of himself at Club Escape as he mixed high tempo songs of international acts to pleasure as clubbers, which kept them on their dancing feet for the better part of the night.

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Several world famous DJs took rounds of trips to Nigeria, teamed up with their Nigerian counterparts and actively engaged in a series of clubbing events aimed at redefining and transforming nightlife in Lagos.ĭJ Benny, the official DJ for Konvict music superstar Akon, set the ball rolling for the maiden edition of the Heineken Green Light Party at Club Escape, Victoria Island on Friday October 4, last year. Like in other climes, the campaign birthed a new movement and attained its feverish peak in Nigeria with the Heineken Green Light Party. The goal is to encourage clubbers to dance more and drink slow. The campaign, premising on a succinct and simple message that nights are enjoyed more when you stay in control, has been adjudged a huge success in promoting positive drinking behaviour on and around the dance floor. Heineken has since proved beyond any iota of doubt that deploying electronic dance music through the artistry and dexterity of renowned DJs has been one of the best things to happen to the nightlife. The socially conscious viewed the campaign as a novelty with a high tendency to hold and sustain the consumer’s loyalty, reasoning that brands which care about well-being of their consumers stay at the heart of the consumers and consequently, enjoy their patronage. Not a few critics considered the campaign incongruous with the profit-making motive of a business organisation (the more the consumption, the higher the sales and the profit). When Heineken, a global premium beer brand, teamed up with world famous and multiple awards winning DJ Armin van Buuren to promote its then newly ‘Dance More, Drink Slow’ campaign (a global message targeted at promoting responsible and moderate alcohol consumption) in 2014, the idea was received with mixed feelings.

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