Heineken is the main sponsor of the UEFA Champions League. We needed to promote this sponsorship and turn it into a unique brand property. Our first aim was to find an innovative way to make this sponsorship even more consistent for the brand and relevantly rewarding for consumers.

The big match Real-Madrid VS Milan, was the perfect occasion to show how consistent is the Heineken’s role in celebrating the highest soccer events. On the same evening of the match, 200 our accomplices persuaded 1000 Milan fans to skip the match and go to an important Auditorium where we arranged a fake event combining poetry and classical music. After 15 mins of concert, we revealed the trap and let the audience join the match on a huge screen. The main moments of the event were also broadcasted live on SKY Sport24 and reported on sport TV programme and news the day after.

This promo brought a very high brand awareness increment. TV news, newspaper and blogs widely spoke about the event and it definitively empowered the image of the brand even against its competitor. 1000 victims directly experienced it at the Auditorium, 6 million people saw it live on TV, other million people read about it on the news or on the web the days after.The event caught the attention of national and international magazines and even after several months, people keep on talking and making buzz about this event that had a very strong impact on our target.

The great interest this event got on both target and journalists, made Heineken empowers his being always the main sponsor of the highest and most important entertaining moments, with a strong consistence with its brand positioning: made to entertain. The Promo activation helped the brand in conveying the message in a strong and innovative way, directly involving the target.