SPONSORSHIP or tickets to the inaugural Heineken® Ibiza Final viewing event. "We flew 1,200 guests, including consumers and business partners, from over 60 countries to London to see the Final live, while 250 lucky consumers from over AO markets watched the UCL Final at our Ibiza Final event. As this coincided with Ibiza's club opening parties, our guests could enjoy watching the world's greatest 'club football closing' event before going on to enjoy the world's greatest 'club opening' parties - accompanied by Manchester United legend Rio Ferdinand and renowned international DJ Paul van Dyk. "The whole campaign was Heineken®'s biggest UCL investment ever, and it was a great success," says Tim. "We had over 90 markets activating UCL locally." Italy used a red seat that toured the country, with two tickets to the final attached underneath. "Consumers saw the seat, and some even sat on it, but only those who had been following our activities online and on Facebook could work out where the tickets were," says Tim. "In Mexico, we ran an activity called 'Decision', in which we asked fans what they'd give up to go to the UCL, giving them only a few hours to get time off work, inform their partners and family, and get on a plane to London." The Asia Pacific Region produced content called 'The Negotiation', in which a man of the world had to convince his girlfriend to agree to buy football stadium seats for their home. If she agreed, he won the trip of a lifetime to the UCL Final at Wembley. In Malaysia, tickets for the inaugural Ibiza Final were used as an incentive. Fans had to race to a beach and use their inventiveness to locate where in the sand they were hidden. Final' TVC had reached 32 million by kick off time on the night of the final between Bayern Munich and Borussia Dortmund, further underlining 2013 as the biggest UCL season for Heineken® to date. Seedorf also took over the Heineken® Twitter feed during the Semi-Finals, interacting with the consumers and giving his own unique insight into the matches. Future Goals Last year saw the highest scores ever in terms of Heineken® brand awareness, image, bonding and usage. 2013's integrated campaign results are expected to be even higher. Tim points out that, "while we get great visibility via the UCL games, we've proved that the results grow exponentially when the sponsorship is activated locally. For next season, we're looking to further develop up our below- the-line activity for on- and off-trade, and to extend the digital conversation with exciting and engaging content." Watch this space... Driving Benefits for Customers The UCL sponsorship deal provided plenty of opportunity to support our customers. In the run-up to the Final, markets were encouraged to run code redemption promotions to drive volume in both the on- and off-trade. A special-edition UCL 'Trophy' bottle label was also created to ensure extra visibility on the shelves. In April and May, Heineken® held a 'Green Month'. "We had an exclusive trade agreement with eight major European retailers including Auchan, Tesco Carrefour, under the terms of which Heineken® had prominent, engaging displays in over 7,800 outlets," explains Tim. "This enabled us to bring our message to life, draw consumers into the stores, and encourage them to interact with the campaign." A Social Sponsorship A number of new digital and social media initiatives were developed to engage consumers. Alongside 'Star Player' a new digital game, called quite simply 'The Game', was launched this season. Based on the classic game of pinball, it gave consumers the opportunity to try and beat footballers such as Clarence Seedorf, and of course to boast about it on Facebook. The Game was positioned at the end of the online version of our 'Road to the Final' ad, and has been played by more than 6 million people. Online views of 'The The limited edition UCL can design ensures high on-shelf visibility 10 World of HEINEKEN Edition 2 2013

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World of Heineken | 2013 | | pagina 10