Heineken® will be the only branded
alcohol served at Olympic and
Paralympic venues, where responsible
consumption will also be promoted
venues, as this is more environmentally
friendly. We're working closely with other
suppliers to set up a recycling system
to deal with used bottles in the most
sustainable way.
How will you be driving visibility of
the Heineken® brand?
We've already started to add the Olympic
sponsor branding to the end of 'The
Entrance' TV commercial and a special
dedicated Olympic section will shortly be
added to our website, www.Heineken.co.uk.
We'll have a high profile at two key
commuter points in London - Liverpool
Street and Charing Cross stations. Millions
of visitors pass through their doors every
day. We'll be using live Olympic content
from our digital partner Yahool, as part
of a large-scale digital outdoor campaign,
timed to complement the time of day. For
example, during key commuter times we
might be giving people an update on the
day's results, but later in the evening we'll
provide more high-energy content. We
will also use the 2012 Olympics branding
on secondary packaging, for brand
activations and for activation in stores.
Why Yahoo!?
In some countries Yahool is host to
Eurosport, the official broadcaster of the
London 2012 Olympics. In the UK, Yahool
is the biggest commercial sports news
broadcaster, reaching over four million
adults per month. We will have Heineken®
presence on their home page and an
exclusive Heineken® section on Yahoo!
with special content. This will tie in with
our 'Open Your World' campaign and will
be looking at how men of the world are
celebrating the Olympics around the globe.
What activity do you expect will get
the most exposure?
Our biggest brand presence will be at a
special British Olympic Association event
called 'Our Greatest Celebration' on 14
August, 2012. This Brit Awards-style,
televised party, with live music acts and all
of the British Olympic Association athletes
present, marks the end of the Olympics
and start of the Paralympics.
It will be hosted at the 23,000-capacity
02 Arena. In the run-up to the Olympics,
we'll be holding a number of competitions
to give consumers and shoppers the
chance to win VIP passes to the event.
How will HEINEKEN's customers also
benefit from the sponsorship?
We're confident that the increased
exposure and trials of Heineken® by
Olympic visitors will result in new
consumers throughout the UK and around
the world. In addition, there are also
plenty of opportunities for our customers
to benefit, even those who are not located
close to the Olympic action.
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World of HEINEKEN Quarter 1 2012
