| Title | THE LIVE TUBE |
| Brand | HEINEKEN ITALIA |
| Product/Service | BEER |
| Category |
A03. Brand or Product Integration into an existing programme or platform |
|
Entrant Company
|
PUBLICIS ITALY Milan, ITALY
|
|
Contributing Company
|
PUBLICIS ITALY Milan, ITALY
|
|
Contributing Company 2
|
PUBLITALIA '80 Milan, ITALY
|
|
Media Agency
|
STARCOM MEDIAVEST GROUP Milan, ITALY
|
Credits
| Bruno Bertelli |
Publicis Italy |
Creative Director |
| Cristiana Boccassini |
Publicis Italy |
Creative Director |
| Michele Picci |
Publicis Italy |
Associate Creative Director |
| Alessandro Candito |
Publicis Italy |
Art Director |
| Paolo Bartalucci |
Publicis Italy |
Copywriter |
| Enrico Pasquino |
Publicis Italy |
Copywriter |
| James Moore |
Publicis Italy |
Strategic Planner |
| Bela Ziemann |
Publicis Italy |
Strategic Planner |
| Maria Elena Gaglianese |
Publicis Italy |
Account Supervisor |
| Lorenza Montorfano |
Publicis Italy |
International Account Director |
| Floris Cobelens |
Heineken |
Marketing Director |
| Cristina Gusmini |
Heineken |
Group Brand Manager |
| Marta Cecilia Grassi |
Heineken |
Brand Manager |
| Gianluca Leschiera |
Pielle |
Producer |
| Gabriele Buora |
Publitalia 80 |
Advertiser |
The Campaign
CHALLENGE
Heineken is one of the most recognized, loved and respected sponsors of the Champion’s League. However, people don’t watch the Champion’s League with a Heineken in their hands. Challenge is to demonstrate that Heineken truly helps make watching the Champion’s League more special.
STRATEGY
Italians love football – and especially the Champion’s League. For them, matches don’t last just 90 minutes – they gather long before the match and stick around until long after the final whistle – talking, debating and arguing about everything from the referee’s mistakes to the player’s haircuts. However, there are questions that simply cannot be answered if not by the experts – the very players who have played in the limelight of the Champion’s League.
Heineken would offer guys the chance to settle debates by making them the protagonists of their very own talk show, one replete with legends of the Champions League.
EXECUTION
We delivered a special tube containing everything necessary guys needed to ask the legends a question: a green screen to fix to a wall and a tube to act as a pedestal for the smartphone whilst filming. Special booths were also set up in Heineken bars where drinkers could ask their question in front of a green screen.
People who asked the most interesting questions were cut out from the green screen background and broadcast live in the Heineken lounge during post-Champion’s League match talk shows, where winners such as Gattuso and Zambrotta answered their questions, settling debates once and for all and giving Heineken unique added value in the process.
Beyond the millions of live viewers, the content garnered considerable attention on Heineken’s social media channels, where the segments were posted. The operation ran from the last 16 all the way to the final, during selected games.
13.7 Million Tv Viewership
12.834 Question Recorded
52.5 Million Reach
12.200 Mentions #championthematch
750.000 facebook views
2188 facebook likes
2857.000 reach on FB
“The Live Tube” was a branded segment that appeared during the post-match talk show on Italy’s only unencrypted broadcaster of the Champion’s League – Mediaset’s “Canale 5”.
The segment was two minutes long, was announced as “the Heineken Lounge” by the TV presenter and was held on a Heineken branded set.
Viewers could ask legends of the Champion’s League questions through a Heineken branded kit containing a green screen, which could be ordered online, or in special booths set up in Heineken bars and pubs. Of the selected videos, the fans were extrapolated from the green screen and their likenesses broadcast as if they were asking their question live from the studio.