To communicate overall sponsorship, the platform “Welcome to Champions Planet” was created. Champions Planet is a state of mind manifested by Heineken where everyone feels like a champion. Heineken invites fans to pro-actively take part in the UEFA Champions League experience. The experiential campaign “Pitch” was based on the insight that real fans think about football all the time and see it everywhere they look. In the film ‘Square’ even the local pigeons conspire to create an impromptu pitch. ‘One Big Game’ builds on this theme until the world is involved in a football game effectively manifesting ‘Champions Planet’.

Heineken Champions Planet campaign results were measured in key markets around the world. The aim of this campaign was to generate awareness of Heineken sponsorship. Audiences responded positively to the film and print aspects of the campaign and rated it more highly in the areas important to the client: comprehension, memorability and likeability.