| Title | THE LIVE TUBE |
| Brand | HEINEKEN ITALIA |
| Product/Service | BEER |
| Category |
A08. Use of Branded Content & Sponsorship |
|
Entrant Company
|
PUBLICIS ITALY Milan, ITALY
|
|
Advertising Agency
|
PUBLICIS ITALY Milan, ITALY
|
|
Media Agency
|
STARCOM MEDIAVEST GROUP Milan, ITALY
|
|
Production Company
|
PUBLITALIA '80 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 |
Brief Explanation
Show Italian fans how Heineken adds value to the Champion’s League.
For Italians, 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 offered guys the chance to ask Champion’s League winners anything they wanted during a branded post CL match talk show.
Results and Effectiveness
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
Creative Execution
The operation ran from the last 16 all the way to the final. Before selected games, the audience could submit their questions via the orderable tube kit (containing a green screen and instructions) or in Heineken bars and pubs before Champion’s League matches.
Those who had submitted questions, as well as the millions of viewers of the post-Champion’s League match talk shows, could see their questions being answered by football legends on live TV after the match. The talk shows aired on Mediaset’s “Canale 5”, the only unencrypted broadcaster of Champion’s League matches in Italy.
Insights, Strategy and the Idea
Heineken targeted Italian male watchers of the Champion’s League aged 25 to 35. These guys respect and love Heineken as a sponsor of the Champion’s League, but don’t watch the game with a bottle of Heineken in their hand. They feel Heineken doesn’t provide any added value. We had to change this perception.
However, we knew many of them kept the TV on to watch the post-match talk shows, using their discussions as ammunition for their own long, heated debates. That’s why we decided to show how Heineken adds value using this channel.