Winners & Shortlists

#SHARETHESOFA

Title#SHARETHESOFA
BrandHEINEKEN
Product/ServiceHEINEKEN
Category A07. USE OF SOCIAL IN A DIRECT MARKETING CAMPAIGN
Advertising Agency DDB & TRIBAL WORLDWIDE Amsterdam, THE NETHERLANDS
Media Agency STARCOM MEDIAVEST GROUP Amsterdam, THE NETHERLANDS
Entrant Company STARCOM MEDIAVEST GROUP Amsterdam, THE NETHERLANDS
Credits
Name Company Position
Kristen Robinson Starcom Mediavest Group Global Account Director
James Miles Starcom Mediavest Group Global Digital Director
Renee Lee Starcom Mediavest Group Global Account Manager
Kristy Barclay/Allen/Samatha Rosen/Natalia Multanova/Glynn Jones Starcom Mediavest Group Digital Activations
Henry Scott DDB/Tribal Worldwide/Amsterdam Concept/Copywriter
Stephen Joss DDB/Tribal Worldwide/Amsterdam Concept/Art Director
Roger Hoard DDB/Tribal Worldwide/Amsterdam Copywriter
Niels Bellaar DDB/Tribal Worldwide/Amsterdam Strategy Planner
Wybe Sallows DDB/Tribal Worldwide/Amsterdam Content/Community Planner
Tim Snyder DDB/Tribal Worldwide/Amsterdam Account Director
Renate Ebbenhorst DDB/Tribal Worldwide/Amsterdam Project Manager
Joris Blomjous DDB/Tribal Worldwide/Amsterdam Motion Designer
Nikaj Gouwerok DDB/Tribal Worldwide/Amsterdam Editor
Bo Mouridsen DDB/Tribal Worldwide/Amsterdam Designer
Willem Van Der Eerden/Philip De Iongh Freelance Director
Joe Lamb Edelman Account Manager
David Pugh Edelman Associate Director
Menno Waggenaar/Ruby Sharma Facebook/Twitter Media Sales
Jay Kingsley Brooks Eurosport/Yahoo Media Sales
Dom Dunne/Stefano D’anna Perform Group/Goal.com Media Sales

The Brief

Football is a game of passion – arguably football fans’ love for the game surpasses that of any other sport. However, brands all too often just plaster logos and messages on anything ‘football’, becoming a barrier between fans and the game. Heineken, as main sponsor of the UEFA Champions League (UCL), wanted to do things differently- bringing value to fans and enriching the viewing experience - without interrupting the game.

Creative Execution

We know 76% of our male target audience enjoy a beer at home in front of the UCL, so this is a critical connection moment for Heineken. #ShareTheSofa was on the pulse of the match our fans were watching – absolutely as it happened. The footballer’s anecdotes added to the at-home viewing experience without interrupting it. Heineken gave fans legendary company, responded with witty content – which fans loved and shared! This elevated Heineken from corporate sponsor to a rewarding partner of the UCL, who elevated and socialised fans viewing experience when at home - mobile in hand.

Describe the creative solution to the brief/objective.

#ShareTheSofa: a real-time football show. Our physical red sofa hosted a different footballing legend each match week, which became a virtual sofa via Twitter for fans around the world. We handed over @Heineken to footballers, who provided match insights and responded directly to fan questions. Their responses and commentary was brought to life in real-time by a unique cast of characters. Over a 90 minute match we delivered 100’s of shareable Tweets, Vines, and MEME’s. We wanted fans to feel what it was like to watch the champions league with a champion, aiming for engagement at Twitters high-end 5% benchmark.

Results

Heineken achieved 79% share of voice amongst all UCL sponsors, more than any other sponsor in the history of Twitter! Better yet, fans loved our content: • Engagement rate over 16% -> smashing Twitter’s 3-5% benchmark • Reached 13.4 million @handles every match from 70k followers • Earned + 1.2 BILLION impressions across season (6% paid on social/display vs 94% earned on social) • Each match received 4,000 – 10,000 direct fan responses via #ShareTheSofa • Online awareness grew 11% #ShareTheSofa was picked up by media in 94 countries, but most importantly it sold beer; raising purchase intent over 7%.