The Brief

Heineken wants to promote their great sponsorship with UEFA Champions League 2009 by launching a Heineken UEFA special edition can that will record the final score as part of the design.

Creative Execution

We let consumers play a part in building this historic stadium via our micro site, by letting them place a Heineken can on any spot they desired. The 226,371 cans that were placed on the website were located at the exact same location on the real Stadium of Dreams. Thousands of people gathered to witness each round of live matches every week. Up until the final result on 27th of May, two goals happened in the match were recorded on our new edition can in the end.

Describe the creative solution to the brief/objective.

Instead of selling the can after the match end as with other ordinary sponsorship products, We started the sale a few months earlier. By building The Stadium of Dreams we made this new edition can launch more exciting. The idea was of a gigantic live football Stadium made of Heineken special edition cans, but these cans would be without the score printed on the back in order to let consumers witness the final score on this new can.

Results

This Heineken UEFA special edition launch made history in Thailand. With our sales grew more than 135% and we gained an enormous amount of media attention and were. Millions of special edition cans were sold out during the first two weeks, mostly bought by Barcelona fans.