HEINEKEN #CHAMPIONTHEMATCH
| Title | HEINEKEN #CHAMPIONTHEMATCH |
| Brand | HEINEKEN |
| Product/Service | HEINEKEN |
| Category |
A09. Sponsorship or Partnership Campaigns |
|
Advertising Agency
|
DDB & TRIBAL WORLDWIDE AMSTERDAM, THE NETHERLANDS
|
|
Media Agency
|
STARCOM MEDIAVEST GROUP London, UNITED KINGDOM
|
|
Entrant Company
|
STARCOM MEDIAVEST GROUP Amsterdam, THE NETHERLANDS
|
Credits
| Els Dijkhuizen |
HEINEKEN |
Heineken Communication Manager |
| Tim Ellerton |
HEINEKEN |
Global Sponsorship Manager |
| James Miles |
Starcom Mediavest Group |
Global Digital Director |
| Renee Lee |
Starcom Mediavest Group |
Global Account Manager |
| Ella Dollman |
Starcom Mediavest Group |
Global Account Manager |
| Natalia Mutanova/Narayan Persaud/Mariam Nasir |
Starcom Mediavest Group |
Media Activations Team |
| Bram Holzapfel |
DDB/Tribal Worldwide/Amsterdam |
Creative lead |
| Stephen Joss |
DDB/Tribal Worldwide/Amsterdam |
Creative lead |
| Alex Herwig |
DDB/Tribal Worldwide/Amsterdam |
Art Director |
| Jeroen Thissen |
DDB/Tribal Worldwide/Amsterdam |
Art Director |
| Wybe Sallows |
DDB/Tribal Worldwide/Amsterdam |
Strategic Planner |
| Steven Beukers |
DDB/Tribal Worldwide/Amsterdam |
Account Director |
| Renate Ebbenhorst |
DDB/Tribal Worldwide/Amsterdam |
Producer |
| Sam van der Zanden |
DDB/Tribal Worldwide/Amsterdam |
Producer |
The Brief
We investigated drinking behaviours of UCL fans to understand why they weren’t drinking Heineken whilst watching matches, discovering that while UCL fans are loyal viewers, weekday matches made it difficult to make the most of the occasion. Consequently, 75% of 1 billion viewers watch matches at home, alone. This presented us with our opportunity - we could grow sales of Heineken if we could inspire fans to upgrade their game experience with a little thought and planning. What better than to watch the match with great friends and a beer befitting the quality of football being played – Heineken.
Campaign Success
A highly targeted Sunday-Thursday media strategy in the build-up and over 9 UCL match weeks allowed us to reach fans with specific and inspirational social/digital content integrating seamlessly with on-pack promotions and custom bottles to win instantly and prompt purchase and building excitement to watch the games with friends.
BUILD-UP:
Legend Xavi Hernandez inspired and showcased how to #ChampionTheMatch across TV, digital and PR.
MATCH-DAY:
3hrs from kick-off, mobile/social content and point-of-sale created pre-game hype, reminded fans to get beers and enter join our promotion. Fernando Morientes kicked a ball +50m to crack-open a Heineken, while controversial score predictions sparked hot-debate.
GAME:
Player commentary and real-time Twitter conversations spread across social, tweets were streamed into football display and second-screening apps – all amplified by Influencers and media to take #ChampionTheMatch worldwide!
Leading second-screen platform Twitter was at the epicentre, but we also scaled across TV, Desktop, Mobile and in-store… reaching fans with inspiration to #ChampionTheMatch anywhere.
Describe the success of the promotion with both client and consumer including some quantifiable results
We dominated UCL conversation online, connecting with millions of fans to create a new ritual with Heineken at the epicentre;
• Most used UCL sponsor hashtag ever!
• 76.4% SOV among UCL sponsors
• Average 26,000x #ChampionTheMatch mentions very week - with potential of 298M impressions
• 77.7M online video views of content!
• Involvement of 22 local SMG markets lead to sizeable increases in Heineken volume sold in 2014 vs.2015 (+8.9% Apr/+3.9%Mar). Brand impact studies were also hugely positive with large shifts in perception of ‘uniqueness vs other sponsors’, ‘is drinking Heineken more frequently’ vs previous years and 54% of our target claim to be inspired to make the most of UCL match viewing (Source: Blauw)
Explain why the method of promotion was most relevant to the product or service
Midweek UEFA Champions League (UCL) games have meant too many fans watch at home, alone – without a Heineken. That’s no way to enjoy football (or beer!).
Heineken needed to create a new purchase and consumption ritual around match viewing – inspiring fans to #ChampionTheMatch with friends and a beer in-hand.
We created a new promotional campaign to activate Heineken’s UCL sponsorship and drive the #ChampionTheMatch ritual. We launched with limited edition UCL bottles and enlisted legendary footballers showing how to #ChampionTheMatch with a Heineken in the build-up to games. Players enhanced viewing enjoyment by chatting live with thousands of fans over Twitter and core digital platforms. Prizes on-pack further strengthened the promotion, effectively making Heineken part of match preparation.
Timely messaging across social and mobile platforms, reached fans directly- whether in the office, on the commute home, or in the supermarket to inspire them to make the most of the games.