Heineken
UEFA partnership for the Euro Cup 2021 fresh after covid lockdown
Heineken
UEFA partnership for the Euro Cup 2021 fresh after covid lockdown
Introduction
Introduction
One of the greatest joys for a football fan is to have bragging rights. Teasing your friends who support the losing team is as big as supporting your own team. We created a campaign around this insight.
Year
Year
2021
2021
Duration
Duration
3 months
3 months
Client
Client
Heineken
Heineken
Categories
Categories
Strategy & Ideation
Strategy & Ideation
Challenge
Challenge
Covid restrictions pushed the EURO tournament back one year. But in 2021, we were finally back together to experience all that football gives us.
We created a campaigned that leaned into what had happened in the world instead of trying to forget it. From a terrible shared experience to a great shared one, football is back and with it our friends from home and abroad. United by football and rivalry, we celebrated our differences on an off the pitch (with a parallel campaign called Alternative Scores) to give way to a greater shared love of the game and an ice-cold Heineken.
Covid restrictions pushed the EURO tournament back one year. But in 2021, we were finally back together to experience all that football gives us.
We created a campaigned that leaned into what had happened in the world instead of trying to forget it. From a terrible shared experience to a great shared one, football is back and with it our friends from home and abroad. United by football and rivalry, we celebrated our differences on an off the pitch (with a parallel campaign called Alternative Scores) to give way to a greater shared love of the game and an ice-cold Heineken.
Results
Results
Sales went up 5x on match days.
Brand interactions during the tournament increased by 66%.
Over 735k reposts + mentions on all social media
On top of running alternative scores before every single match (over 100 facts researched and transformed to the Heineken TOV), we also created a live reaction task force. Together with the clients we watch the games looking for any happenstance worthy of posting: writing, designing and approving on the spot to highlight a goal, a play or even the end of the game. This elevated our engagement and social media presence to numbers never seen before.
Sales went up 5x on match days.
Brand interactions during the tournament increased by 66%.
Over 735k reposts + mentions on all social media
On top of running alternative scores before every single match (over 100 facts researched and transformed to the Heineken TOV), we also created a live reaction task force. Together with the clients we watch the games looking for any happenstance worthy of posting: writing, designing and approving on the spot to highlight a goal, a play or even the end of the game. This elevated our engagement and social media presence to numbers never seen before.
