| Title | #CHAMPIONTHEMATCH |
| Brand | HEINEKEN |
| Product/Service | BEER |
| Category |
E01. Social Video |
|
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
| 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 |
| Steven Beukers |
Ddb/Tribal Worldwide/Amsterdam |
Account Director |
| Renate Ebbenhorst |
Ddb/Tribal Worldwide/Amsterdam |
Senior Producer |
| Sam Van Der Zanden |
Ddb/Tribal Worldwide/Amsterdam |
Producer |
| Joris Blomjous |
Ddb/Tribal Worldwide/Amsterdam |
Motion Designer |
| Sandra Soskic |
Ddb/Tribal Worldwide/Amsterdam |
Co-ceo |
| Anuraag Trikha |
Heineken |
Director Global Heineken Brand |
| Nourdin Rejeb |
Heineken |
Global Manager Digital |
| Els Dijkhuizen |
Heineken |
Global Digital Manager |
| James Miles |
Starcom Mediavest Group |
Global Digital Director |
| Renee Lee |
Starcom Mediavest Group |
Global Accountmanager |
| Ella Dollman |
Starcom Mediavest Group |
Global Accountmanager |
| Joe Lamb/Matt Crowhurst |
Edelman |
Account Manager |
| Jonny Bentwood |
Edelman |
Chief Innovation Officer |
| Victor D. Ponten |
Habbekrats |
Director |
| Brenninkmeijer/Isaacs |
Brenninkmeijer/Isaacs |
Various Producers |
Creative Execution
Leading up to the game every match week, #ChampionTheMatch starts releasing time-relevant content in tandem with fans’ preparations for watching the game. Films of football legends show fans how they prepare for the big game. After kick-off, fans enjoy real-time video snippets and tweeted quotes from the player giving insight on the game every few minutes, and get 1-on-1 access to the player where they can ask questions and get answers via the hashtag. The content is designed to be consumed quickly and in line with what is happening on and off the pitch at that exact time.
So far, all #ChampionTheMatch online activity generated over 2.4 billion media impressions, with video content being viewed 77.7 million times.
#ChampionTheMatch is the biggest conversation driver among other official UEFA Champions League sponsors, owning more than 75% share of voice. In total #ChampionTheMatch generated over 237.000 unique tweets from users engaging with the football legend.
And the content served its purpose. Research showed that pre-match purchase intent among Heineken’s target audience exposed to #ChampionTheMatch was up 62%. In addition, 52% of respondents stated that seeing our content made them feel that preparing for the match was more important.
Heineken is known as a main sponsor of the UEFA Champions League. But research has shown that people aren’t actually watching the game with a Heineken in hand.
So we decided to use real-time social channels to target fans specifically pre-game and make getting a Heineken a natural part of their preparations.
To do so, we created #ChampionTheMatch, the social campaign that inspires fans to prepare for the game with Heineken. Content matches users’ Twitter behaviour, making Heineken part of fans’ pre-game rituals.
By showing how their favourite football legends overcome some challenging limitations while preparing for the game, we inspire fans with classic Heineken wit. During the game, players join the conversation about what’s happening on and off the pitch, sharing commentary and interacting with fans directly in real time.