2018 Creative Effectiveness

NO MORE EXCUSES

Creative Effectiveness Eurobest

Case Film

Presentation Image

ClientHEINEKEN
Category A01. Creative Effectiveness
TitleNO MORE EXCUSES
Product/ServiceHEINEKEN
Entrant PUBLICIS ITALY Milan, ITALY
Idea Creation PUBLICIS ITALY Milan, ITALY
Idea Creation 2 POKE London, UNITED KINGDOM
Idea Creation 3 PUBLICIS LONDON, UNITED KINGDOM
Media Placement STARCOM Amsterdam, THE NETHERLANDS
PR EDELMAN London, UNITED KINGDOM
Production OUTSIDER London, UNITED KINGDOM
Production 2 INDEPENDENT London, UNITED KINGDOM
Production 3 MPC LONDON, UNITED KINGDOM
Production 4 COFFEE AND TV London, UNITED KINGDOM
Production 5 RESET Santa Monica, USA
Credits
Name Company Position
Bruno Bertelli Publicis Italy Global Chief Creative Officer
Cristiana Boccassini Publicis Italy CCO Italy
Marco Venturelli/Luca Cinquepalmi Publicis Italy ECDs
Milos Obradovic Publicis Italy Heineken Global Digital Creative Director
Vinicius Dalvi Publicis Italy ACD
Claudia Illan/Giovanna Favoroso Publicis Italy Copywriters
Hugo Wahledow/Alice Teruzzi Publicis Italy Art Directors
James Moore Publicis Italy Strategic Planner
Eleni Charakleia/David Pagnoni/Fabiola Miccone Publicis Italy Client Account Team
Silvia Cattaneo Publicis Italy Agency Producer
Gianluca Di Tondo Heineken Senior Director Global Heineken® Brand Global Commerce
Anuraag Trikha Heineken Heineken® Brand Communication & DigitalDirector Global Commerce
Els Dijkhuizen Heineken Heineken® Communication Manager Global Commerce
Nourdin Rejeb/Jessica Setiawan Heineken Global Digital Managers
Nicolas Roope Poke London ECD
Matt Comras/Tom Park/Andy Thirsk/Dan Latham Poke London Creatives
Angus Mackinnon Poke London Group Creative Director
Dom Fisher Poke London Design Director
Sol Ghafoor Publicis London Lead Strategist
Juyong Kim Poke London Account Handler
Guy Ritchie Independent/Reset Director
James Miles SMG Amsterdam Media Planner
Adam Saward/Gareth Francis/Jani Gest/Dave Morrison Reset/Independent/Outsider Producers
Lara Balwin/Tom Martin Outsider/Reset/Independent Production Managers
John Lynch Independent/Reset DOP
Phil Whalley/Rod Norman/Carsten Keller MPC London Producer/Visual Effects/CG Supervisor
Raja Sehgal Grand Central Recording Studios Sound Design
Stitch & Big Buoy Stitch & Big Buoy Editing and Post Production

Please provide a 500 word summary of your entry below.

The European Champions League (UCL) is the most viewed sporting event in the world. 1bn fans. 67% from beyond Europe. Heineken is the world’s most global beer brand. 192 countries. Having sponsored UCL since 2005, by the 2015-16 season the brand had attained a remarkable 100% prompted awareness amongst fans. But there was a problem. A big one. This enormous brand equity was no longer driving consumption. Worse, UCL viewership was declining. A big strategic shift was needed. It was time to leverage this equity to drive consumption. The new campaign sought to change match viewing from an increasingly solitary behaviour into an unmissable social event worthy of a Heineken. It did so by utilising the enormous prestige and charisma of one of the world’s most special communicators. Someone 1bn fans would listen to. And they don’t come any more special than “The Special One”; himself - Jose Mourinho. But the world’s a big place. It has different time-zones, cultures, regulatory frameworks, preoccupations. So to make the campaign work we had to create a creative platform flexible enough to function not as one ‘Mega Ad’ but essentially as 81 unique campaigns. The resulting modular film was supported with a library of over 3,000 pieces of digital and social content, and customizable templates for local markets to create their own topical content. It was a daunting undertaking. Expensive. Complicated. With a lot riding on it. But we had the world’s greatest coach on our side. The results were huge. Volume sales in UCL markets grew by +13.7% in the 2016/17 season whilst they declined in the rest of the world by -3%. Penetration in UCL markets grew +11% year-on-year but fell by -9% everywhere else. Very conservative estimates suggest that during the latest UCL season alone this new Jose Mourinho strategy added between €74.0mn and €120.5mn extra revenue over-and-above the cost of the campaign, translating to between €60.0mn and €68.7 pure profit on the bottom line. If we were to consider the lifetime value of these new drinkers, the full payback would be many, many times greater. The moral of the story is simple… Few brands get to talk to pretty much the entire planet. It’s the stuff of most marketer’s dreams. Until they have to do it. Then the realities of such a task get pretty scary. To win on this kind of scale you need big thinking, big creative, and above all, the ability to strike a big personal connection with every single member of your 1bn audience. As the man himself said, “money does not guarantee success. Winning is about feelings and intelligence.” He was talking about football. But he could just as easily have been talking about global communications. The Special One indeed.