Results and Effectiveness

We made Heineken part of the experience and the results over-achieved our objectives: • According to AdNews, Heineken was the “most effective official sponsor of the 2011 RWC”. • Heineken tripled its average monthly searches during RWC; according to AdNews, no other sponsors came close. • Consumers engaged with the live experience- more than 2.2 million live and 7 million training kicks were taken. • Heineken Adorers and Buyers grew by 20% and 3%, respectively, increasing their number of weekly drinks by 20%. • We delivered 35% growth in sales in a declining market.

Creative Execution

If you couldn’t be at the game, Heineken would bring you the next best thing – active, competitive participation via Mobile merging TV and mobile together. Heineken Live Kick was created Using Fox Sports’ unique, proprietary real-time data people could take kicks simultaneously, under the same conditions as, live matches! A dual screen experience that allowed people to interact with and participate in a live TV broadcast using their mobile phone. Paid and owned media announced Live Kick and drove downloads whereas earned media generated discussion. Integrated TV segments during games showed presenters demonstrating Live Kick and encouraged downloads. Within targeted sport, news, gaming, and entertainment environments, online display drove reach and generated excitement. Online video demonstrated how to download and play. Mobile provided easy access to download and play. Search allowed consumers to find the game, and Social was used to share game results.

Insights, Strategy and the Idea

Heineken was an official sponsor of the 2011 Rugby World Cup (RWC). Our challenge was to; • Excite and engage consumers! • Build awareness of Heineken’s sponsorship • Deliver a 27% sales uplift in a declining beer category The role of communication was to change attitudes and behaviours by delivering something unique and targeted. If we could get them actively engaging with Heineken, we’d give them a reason to choose Heineken, and talk amongst their friends. Our target of Males 18-34 are ‘beer tourists’ with a many brands to choose from. Heineken’s awareness is extremely high, whereas Adorers and Buyers are disproportionately low. Our target audience love rugby and would love to play for their country, they are highly competitive and always have their Mobile phones with them Our idea went beyond just supporting Heineken’s sponsorship ensuring our target would be highly engaged based on the insights we uncovered.