| Title | THE SOCCER DOC |
| Brand | HEINEKEN |
| Product/Service | BEER |
| Category |
F04. Innovative Use of Social or Community (including emerging platforms for brands) |
|
Entrant Company
|
DDB & TRIBAL WORLDWIDE AMSTERDAM, THE NETHERLANDS
|
|
Advertising Agency
|
DDB & TRIBAL WORLDWIDE AMSTERDAM, THE NETHERLANDS
|
Credits
| Bram Holzapfel |
Ddb/Tribal Worldwide/Amsterdam |
Creative Lead/Copywriter |
| Stephen Joss |
Ddb/Tribal Worldwide/Amsterdam |
Creative Lead/Art Director |
| Alex Herwig |
Ddb/Tribal Worldwide/Amsterdam |
Art Director |
| Jeroen Thissen |
Ddb/Tribal Worldwide/Amsterdam |
Copywriter |
| Wybe Sallows |
Ddb/Tribal Worldwide/Amsterdam |
Strategy Planner |
| Henrik Höglund |
Ddb/Tribal Worldwide/Amsterdam |
Designer |
| Pieter Janssen |
Ddb/Tribal Worldwide/Amsterdam |
Junior Projectmanager |
| Sam Van Der Zanden |
Ddb/Tribal Worldwide/Amsterdam |
Producer |
| Renate Ebbenhorst |
Ddb/Tribal Worldwide/Amsterdam |
Producer |
| Sandra Soskic |
Ddb/Tribal Worldwide/Amsterdam |
Co-ceo |
| Steven Beukers |
Ddb/Tribal Worldwide/Amsterdam |
Account Director |
| Jonathan Stevenson |
Live Wire Sport |
Sports Writer |
| Anuraag Trikha |
Heineken |
Global Brand Communication Director |
| Nourdin Rejeb |
Heineken |
Global Digital Manager |
| Els Dijkhuizen |
Heineken |
Global Digital Manager |
Creative Execution
We created The Heineken Soccer Doc. For the first time ever, we turned a digital office tool into real-time content: a Google doc open to the public now delivers live game coverage. Fans simply had to follow the link posted on the Heineken #ChampionTheMatch football campaign handle on Twitter. To keep what was happening under the radar, we used the Google doc’s own design features to deliver the content. The more it looked like a typical office spreadsheet, the better. Now anyone could follow football legend Luis Garcia’s live commentary on their computer screen without raising suspicion…
The Heineken Soccer Doc went live during the Real Madrid vs. Atletico Madrid UEFA Champions League match while Luis Garcia filled it with live coverage and stats of the game.
In just 90 minutes the Soccer Doc delivered:
- 800+ hours of total live viewing time
- 238.000 impressions from one tweet
- an average time on Doc of 15 minutes
The UEFA Champions League is the biggest football event of the year. But not everyone can enjoy it. Millions of fans around the world miss the game while they’re stuck at the office under their bosses’ watchful eyes. Proud sponsor of the UEFA Champions League and beer of the match Heineken wanted to fix this unfortunate situation and find a way for football fans to follow the match at work and get away with it. Something that looked like work but was actually giving them live coverage of the game.