The Brief

Our task was to get football-loving men in Indonesia and Thailand talking about Heineken’s UEFA Champions League sponsorship. We avoided the cliches of sport - trophies, players - and instead explored a sporting challenge they could relate to that taps into their daily lives. While women can’t comprehend their men’s addiction to football, they generally let men have their way if it doesn’t cost them anything. As Heineken champions ingenuity, we wanted to prove that men are just as inventive in getting their way with their football fanaticism even at the expense of something their partners care about.

Creative Execution

Wives and girlfriends are often seen as the biggest obstacles standing in the way of men’s love for football. Putting men’s inventiveness to this timeless yet challenging test demonstrates Heineken’s brand belief in pushing the boundaries of ingenuity. In turn, this stunt lent itself to a narrative that struck a chord with the very people our film was about – couples themselves. Our content did not just connect with men, but women too. Engaging them on a topic they both could relate to naturally triggered them to start conversations and they instantly became our most effective medium out there.

Describe the creative solution to the brief/objective.

One thing women are precious about is their home furnishing. So we filmed couples coming across ugly, overpriced stadium seats at a furniture store and discreetly asked men to persuade their partners to buy them for the home. The first to succeed would win tickets to the UEFA Champions League Final. We launched this film as a Facebook campaign targeting Indonesia and Thailand. Before we seeded the film, we seeded the interest. We posted teasers that suggested what was coming. When the film was eventually posted, our audience was primed for the reveal and instinctively drawn to it amidst other online content.

Results

Some key highlights: · 1.5 million online views in Thailand and Indonesia in just 3 days. · Click through rates of over 10% against our target audience. · 111,355 new fans in Thailand and Indonesia. · 4.6 million aggregate views including an estimated 1.3 million based on number of shares from duplicate videos of our content on Facebook. · $18 million in earned media (277 times our investment). · 137,704 shares over Facebook and Twitter. · 2nd most viral branded film over a 7-day period. · Unpaid TV coverage on 64 channels across the USA.