If you love football
wear the Amstel Hat tonight
"Clearly, it's not all attributable to
those Amstel Beer Hats. It is more
a matter of the objective you want
to achieve: creating an impact
and reaching as many people as
possible. We didn't just use the hat
to distribute to the fans; it also
played the leading role in the
commercial that was specially produ
ced for the final and was seen by
more than 25 million people. We also
used the hat as part of a competition
we published on our Internet site
www.amstel.nl. By handing out the
hat to supporters of both teams our
aim was to convey the core values of
Amstel (friendship, fun and freedom).
The hat helped to bring supporters
closer to each other.
The entire operation cost a sub
stantial sum of money. But, says
Mr Evers, you have to compare it
with other media investments. "A TV
spot in the commercial breaks
around the final cost some 70,000
guilders in Spain. A single out
door advertising campaign in the
Netherlands costs one million. If you
look at the bottom line, then the real
criterion is the cost per contact
achieved. In the future we will
increasingly find that we need to
compare the effectiveness of tradi
tional media with the impact and
visibility of an approach like this".
Amctcl B«t. Official Fan of tha UEFA Champiom Laat»
TARGET GROUPS
For the final the Brand Team had
identified and defined various target
groups it was seeking to reach. They
included: TV viewers in Holland and
Spain (two very important markets
for Amstel) the fans of both teams
and the 474 Amstel guests from
sixteen countries. As the survey
revealed, the objectives for the fans
target group were easily achieved. As
far as the TV viewers are concerned:
on Spanish TV a report lasting more
than an hour was broadcast about
the activities surrounding the final.
The hat was very visible during these
scenes. The hat was even proclaimed
the official symbol of the Spanish
victory. A Spanish daily newspaper
also acclaimed Amstel as the most
visible sponsor.
