The Campaign

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. Instead of selling the can after the match end as with other ordinary sponsorship products, we started the sale a few months earlier. By making a gigantic live football Stadium made of Heineken special edition cans. But only these cans would be without the score printed on the back to let consumers witness their dream score by themselves.

Success of the Campaign

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

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Dozen of recruitment ads, banners and TV tie-in let consumers play a part in building this historic stadium via our micro site; www.thestadiumofdreams.com, by letting them place their Heineken cans on any spots they desired. The 226,371 cans that were placed on the website will finally be installed at the exact same location on the real Stadium of Dreams in the center of Bangkok.