Background & insight
Despite high awareness of Heineken’s UCL sponsorship, volume sales growth was declining; people were choosing to watch the match at home with a local beer rather than a Heineken.
The living idea
Champion UCL matches as special, social occasions that encouraged friends to watch the football together with a Heineken.
What we made
Over 1k modular pieces of social content to dismiss lame excuses for not getting together for the football. Optimised for mobile, these were highly targeted and contextual; taking into account live localised data.
What it meant for the brand & consumers
It became one of Facebook’s top 5 campaigns of 2018 with over 256 million views and 2.2 billion media impressions.
Market penetration increased to over 8.5% with a sales growth of 13.7%.