| Title | #SHARETHESOFA |
| Brand | HEINEKEN |
| Product/Service | HEINEKEN |
| 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
| 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%.