Winning Performance
for Heineken®,
Customers and Consumers
SPONSORSHIP
The Heineken® UEFA Champion's League (UCL) 2012/13 sponsorship
once again reaped the benefits of a new advertising campaign, digital
game and consumer activations with world-class prizes, including a
place at the Star Final event in Ibiza and a seat at the UCL final.
view
with
"2012 had been our biggest and busiest
UCL year to date," comments Tim Ellerton,
Heineken® Global Sponsorship Manager.
"Our legendary football campaign and
Star Final event in Cape Town both proved
to be extremely popular with consumers.
Plus, we took our Trophy Tour across three
continents to Mexico City, Nairobi and
Shanghai, making it a truly global event
for the first time ever."
In 2013 however, a new sponsorship
agreement, running up until the
201 A/15 season, provided the perfect
opportunity to inject a fresh perspective
on Heineken®'s relationship with UCL. "We
used the event to gain extra exposure,
including the use of new LED pitch
signage and by becoming the presenting
partner of the official highlights on UEFA.
com. We also decided to align the whole
communications campaign with our other
'Legends' campaigns for the first time,
and really heighten the Man of the World
message in particular."
Fully Integrated Campaign
Launched in April 2013, the new, fully
integrated advertising campaign - 'Road
to the Final' - highlighted the creativity
and resourcefulness Heineken® men of the
world need to employ in order to get to
the UCL final. "The main principle of this
campaign was based around the fact that
ingenuity and imagination always win,"
explains Tim. "lust like the players who
use their initiative and inventiveness to
play football differently, the same applies
to our men of the world.
"We kicked-off the campaign with our
second Global Trophy Tour, starting in Rio
de Janeiro on 22 March before moving on
to Kinshasa and Jakarta. The tour gave
UCL fans outside of Europe unrivalled
access to the world's most famous Club
trophy, and the chance to meet football
legends such as Clarence Seedorf, Marcel
Desailly and Freddie Ljungberg." The Tour
proved to be an event that was beneficial
for the fans, for UEFA and for Heineken®
alike."
Biggest Investment Ever
The campaign included a new television
commercial, focusing on one lucky fan
who has to use his ingenuity, charm and
wit in order to get from the deepest jungle
in South America to London in time for
the final.
This need to tap into one's resourcefulness
was a thread that continued through the
campaign. Many markets ran promotions
encouraging consumers to demonstrate
their creativity in order to win different
prizes. These included the ultimate prize
of a trip to attend the Final at Wembley
Watch
Road to the final on
our YouTube channel
Edition 2 2013 World of HEINEKEN 9
