Title	HEINEKEN CHAMPION THE MATCH
Brand	HEINEKEN
Product/Service	BEER
Category	E07. Content Placement
Entrant	DDB & TRIBAL WORLDWIDE AMSTERDAM, THE NETHERLANDS
Idea Creation	DDB & TRIBAL WORLDWIDE AMSTERDAM, THE NETHERLANDS
Production	NEW AMSTERDAM FILM COMPANY, THE NETHERLANDS

Name	Company	Position
Gijs Sluijters	DDB & Tribal Worldwide, Amsterdam	Senior Creative
Joris Tol	DDB & Tribal Worldwide, Amsterdam	Senior Creative
Jesse Mons	DDB & Tribal Worldwide, Amsterdam	Executive Producer
Bram Holzapfel	DDB & Tribal worldwide, Amsterdam	Creative Director
Stephen Joss	DDB & Tribal worldwide, Amsterdam	Creative Director
Sophie van Pelt	DDB & Tribal worldwide, Amsterdam	Executive Producer
Jelani Isaacs	New Ams Film Co.	Executive Producer
Victor Ponten	New Ams Film Co.	Director
Thor	New Ams Film Co	Director
Yvonne Knook	New Ams Film Co.	Producer
Sytske Rijkens	New Ams Film Co.	Producer
Laura Hannewijk	New Ams Film Co.	Producer
Berend van Eerde	New Ams Film Co.	Edit / grading / post production
Diede van Vree	New Ams Film Co.	Edit / grading / post production
Neirin Jones	New Ams Film Co.	D.O.P

The Campaign

It’s Time to Champion the match – A real-time social campaign that inspires fans around the world to prepare for the game with Heineken. We visited 9 key markets and created content with football legends on the spot. Everything was shot, edited and post-produced 24 to 48 hours before the game and pushed live a few hours before kick-off. In every country the content tapped into local cultural insights on preparing for match night. Once preparations were complete and the match kicked off, the campaign evolved into live 1 on 1 interaction as fans could chat with their football heroes on Heineken’s Twitter handle. Asking questions and getting answers straight from the players as they comment on the game live.

Creative Execution

We visited 9 key markets and created the content with football legends live on the spot. Every story was filmed and edited within 24 hours and pushed live worldwide a couple of hours before kick-off, just in time with viewers’ own preparations for the game. Once the Champions League game had started, fans could champion the match even more by chatting real-time with their football heroes on Heineken’s Twitter handle. Asking questions and getting answers straight from the champs while they comment on the game live. The most anticipated answers were instantly translated into catchy match commentary billboards that were promoted on Twitter and Facebook. Per match night, Heineken pushed out the content in different markets, all via their own social media channels. In general, every episode covered a global audience, slightly switching in emphasis per episode / visited region.

Key objectives were: - Bring Heineken’s sponsorship of the UCL to life in a relevant way for football fans - Increase pre-game beer purchase The campaign got massive spin-off in PR and social. - Total reach of content: 2.8 billion - Total amount of video views: 285 million - Tweets with #championthematch: >128,000 - 33 % share of voice amongst all UCL sponsorships Everything created before and during the game shows fans that matches and Heineken go hand in hand. But most importantly: pre-game beer purchase went well up the charts with a +62% sales increase!

Every time zone comes with its own challenge for men who want to watch the game. So for every ‘episode’ of the campaign, the content revolved around a different local insight provided by the local Heineken marketing team. The target audience for the campaign were male, between 21 and 34 years old. The content was always pushed on a global audience. However, per episode the first focus target audience lived in the country we visited. Every story was delivered through the second screen and in time with viewers’ own preparations for the game. Once preparations were complete, fans could champion the match even more by chatting with their football heroes on Heineken’s Twitter handle. Asking questions and getting answers straight from the champs while they comment on the game live.