| Title | #SHARETHESOFA |
| Brand | HEINEKEN |
| Product/Service | HEINEKEN |
| Category |
A07. CELEBRITY ENDORSEMENT |
|
Entrant Company
|
DDB & TRIBAL WORLDWIDE Amsterdam, THE NETHERLANDS
|
|
Advertising Agency
|
DDB & TRIBAL WORLDWIDE Amsterdam, THE NETHERLANDS
|
|
Media Agency
|
STARCOM MEDIAVEST GROUP Amsterdam, THE NETHERLANDS
|
|
PR Agency
|
EDELMAN London, UNITED KINGDOM
|
Credits
| 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 |
| Sandra Soskic |
DDB/Tribal Worldwide/Amsterdam |
Co/Ceo/Global Business Director |
| Tim Snyder |
DDB/Tribal Worldwide/Amsterdam |
International Account Director |
| Renate Ebbenhorst |
DDB/Tribal Worldwide/Amsterdam |
Project Manager |
| Paulette De Groot/Marcella Belt |
DDB/Tribal Worldwide/Amsterdam |
Agency Producer |
| Bo Mouridsen |
DDB/Tribal Worldwide/Amsterdam |
Designer |
| Philip De Iongh |
|
Director |
| Willem Van Der Eerden |
|
D.o.p. |
| Kristen Robinson |
Starcom Mediavest Group |
Global Account Director |
| James Miles |
Starcom Mediavest Group |
Digital Director |
| Renee Lee |
Starcom Mediavest Group |
Global Account Manager |
| Kristy Barclay/Allen |
Starcom Mediavest Group |
Digital Activations Manager |
| David Pugh |
Edelman |
Associate Director |
| Joe Lamb/Stephanie Hutchinson/Matt Crowhurst |
Edelman |
Account Managers |
| Lennart Boorsma |
Heineken International |
Manager Heineken Digital |
| Paul Smailes |
Heineken International |
Global Head Of Digital |
The Campaign
CHALLENGE/OBJECTIVE: Leverage Heineken’s position as main sponsor to connect with 1.2 billion football fans and become part of the viewing experience without getting in the way of the match.
STRATEGY: Connect with fans who are viewing UCL matches at home alone with a second screen in hand.
THE IDEA: #ShareTheSofa is the first ever real time football show designed for the second screen that lets football fans from around the globe feel what it’s like to watch the Champions League with a champion.
EXECUTION: Tweets, vines and photos created during the match in real time fused highly relevant football insights with Heineken’s visual style and humor.
RESULTS: Over 1.2 billion media impressions during the nine month football season.
The Brief
We set out to use those screens to literally put the Heineken brand into their hands. Not by distracting them from the action, but by turning their phones and tablets into a person that would make watching the action even better. Every matchweek of the nine month season, we handed over Heineken’s global social channels to the likes of Ruud Gullit, Ruud Van Nistelrooy, Roberto Di Matteo and Fernando Morientes to name a few.
Results
#ShareTheSofa spread from Heineken’s 70K followers to over 13.4 million Twitter handles per match. To date, the campaign has amassed over 1.2 billion media impressions during the nine month football season:
- A typical 90 minute game earned over 102 million media impressions.
- Consumers from over 94 countries have engaged with #ShareTheSofa.
- Heineken is the most talked about UCL sponsor on Twitter.
- 16% engagement rate on promoted tweets (Twitter benchmark is 3-5%).
- Raised purchase intent by over 7%.
Execution
With only 90 minutes to reach a worldwide audience, we needed to work fast to share the players’ insights about the game while still relevant. The tweets, vines and photos created during the match in real time fused highly relevant football insights with Heineken’s visual style and humor. All made possible by tricked out iPhones, Twitter and Vine. Fans would receive feedback from the footballer via the Heineken social accounts in a matter of minutes while watching the match.
The Situation
The UEFA Champions League (UCL) is watched by 1.2 billion football fans around the world. 76% of the viewers watch the games home alone and more than half of them are using their second screens to get more out of the games. As an alcohol brand, Heineken is limited to how much it can associate itself with the action on the field and the players. So, we needed to find a different way to connect with Champions League fans at key moments of consumption.
The Strategy
#ShareTheSofa was about much more than attaching a celebrity to a brand. It was a true, real-time collaboration every matchweek between a football legend, a worldwide audience and a global brand with a unique view of the world. The PR approach and creative process were perfectly harmonized – turning #ShareTheSofa into a live event that physically travelled to nine of Heineken’s key markets and digitally reached 94 countries.
Journalists were invited to each of these events to see behind the scenes. Influential sports blogs and Twitter users from around the world were given priority access to the players – with custom content developed for them to share with their followers. And a team of writers, interviewers, performers, and directors around the player ensured his comments on any moment in the game were shared within 2 minutes of it happening - giving fans valuable insights they couldn’t find anywhere else.