| Title | THE LIVE TUBE |
| Brand | HEINEKEN ITALIA |
| Product/Service | BEER |
| Category |
A09. Sponsorship or Partnership Campaigns |
|
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 |
The Brief
Heineken is one of the most recognized and respected sponsors of the Champion’s League. However, people don’t watch the Champion’s League with a Heineken in their hands. Our challenge? Demonstrate that Heineken truly helps make watching the Champion’s League more special.
Italians love football. For them, matches don’t last just 90 minutes – they gather long before the match and debate about it until long after the end. However, some issues can only be settled by those who have played in the Champion’s League.
We hijacked the post-match talk shows to give viewers the chance to ask their own questions.
Campaign Success
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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
Explain why the method of promotion was most relevant to the product or service
In “The Live Tube”, viewers were given the once in a lifetime opportunity to ask stars of the Champion’s League the questions they’d always wanted answers to on live TV during the post Champion’s League match talk show.
Fans were invited to record their questions beforehand, either 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 Heineken branded studio.
Their questions, and the live responses of the footballers, were seen by millions of Italian football fans.