Winners & Shortlists

#SHARETHESOFA

Silver Eurobest

Case Film

Presentation Board

Title#SHARETHESOFA
BrandHEINEKEN
Product/ServiceHEINEKEN
Category A07. USE OF SOCIAL IN A MEDIA 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 Directors
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

Results and Effectiveness

Heineken made watching the UCL even better! 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 social content: • 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 • Engagement rate over 16% -> triple Twitter’s 3-5% benchmark • Online ad awareness grew 11% #ShareTheSofa was picked up by media in 94 countries, but most importantly it sold beer; raising purchase intent by over 7%.

Creative Execution

Our physical red sofa hosted a different footballing legend each match week, which became a virtual sofa for fans around the world. We handed over the @Heineken Twitter handle to legendary footballers, who gave insights and commentary and responded directly to fan questions. The best responses, reactions and commentary was brought to life in real-time by a unique cast of dancers, singers and wacky bartenders who were live with the footballer. Over a 90minute match we delivered 100’s of shareable Tweets, Vines, and MEME’s directly related to key moments happening in game fans were viewing. Media took the social conversation and shared viewing experience to fans wherever they were, with targeted social amplification and through a bespoke display unit that fed live tweets into standard display on global footballing portals. To ensure maximum impact, support kicked off when interest peaked online; launched 24 hours before kick-off– until midnight after the final whistle.

Insights, Strategy and the Idea

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. We recognised that over 76% of UCL viewers watch matches at home. Instead of live chats in bars or pubs, they connect with other die-hard football fans through mobile and tablet. Leveraging theses second screens, Heineken could enhance moments when the game is at its best by providing fans with interesting content and banter that they couldn’t get anywhere else. Content they would talk about and share. Content that would beat out the activity of every other UCL sponsor.