The Birra Moretti 'Sofa' campaign has been launched in 2010 to emphasise the closeness of the brand to soccer fans and to accompany them Sunday by Sunday.The key visual of the campaign is a typical sofa (the one in front of the TV), made like a black-and-white ball, where football fans play their passion.The Birra Moretti sofa has been protagonist of an integrated campaign and for the first time in 2011 of a soccer 'twinning'.In order to take advantage of the long standing closeness between soccer teams of 2 Italian cities, fans from Naples were asked to invite Genoa fans to sleep on their sofas to make a 'convenient' away match, displaying the best values of the football fan.

The campaign included from its very beginning TV, newspapers and radio.Local events, close to each soccer stadium, and a strong web presence reinforced the plan.As to the 'twinning', the key visual of the campaign, the sofa, became also the protagonist not only in the Naples houses, but also in the various districts of the city, with a special big installation on the waterfront and in the stadium with a giant sofa in the stands.

The campaign has been very appreciated by Heineken Italy; so much that they requested new initiatives on that.The campaign also obtained a great success for the consumers and reinforced Birra Moretti's brand awareness and its presence in the world of soccer.The web site has been followed by thousands of fans.As to the 'twinning', over 300 Genoa fans were welcomed in Naples.