As some of the best football teams in the world battle it out in the Quarter-Finals of the UEFA Champions League, Heineken® has unveiled the latest element of its ‘Road to the Final’ campaign with the launch of a new ad campaign. The ad demonstrates how, with imagination and resourcefulness, one man is able to witness club football’s most prestigious event – the Final itself.
Premiering today, the ad is the latest element of the brand’s global integrated ‘Road to The Final’ campaign as it celebrates its seventh consecutive year sponsoring the UEFA Champions League.
The ad features one lucky fan, who receives a ticket to the UEFA Champions League Final. The only problem is that he is on the other side of the world and faces a race against the clock to get to the match. Through a combination of resourcefulness, imagination and inventiveness he manages to overcome every obstacle put in his way – to be rewarded with the ultimate football experience – a pitch side seat at Wembley, arriving just before kick-off.
Throughout the ‘Road to the Final’ campaign, Heineken® is encouraging fans to engage with the brand through a series of unique activities from on-pack to in-bar and social media, offering incredible once-in-a-lifetime prizes.
The brand’s Facebook fans can play a pinball game featuring elements of the advert. Players can compete against each other – and Heineken ambassadors including Clarence Seedorf – to earn bragging rights and UEFA Champions League prizes. For the Semi-Finals, eager fans will have the chance to engage with Seedorf through Twitter – with the most resourceful receiving prizes for their imaginative responses to Heineken’s task.
As the ‘Road to The Final’ campaign reaches its climax, Heineken® will be rewarding fans for displaying inspiring and imaginative behaviour by offering tickets to the UEFA Champions League Final in Wembley and this year’s Star Final VIP viewing event, in Ibiza. More than 250 lucky fans from around the world will have the chance to experience the combination of football and music in the world’s party and nightlife capital.
Hans Erik Tuijt, Heineken’s Global Activation Director, commented on today’s announcement: “We are delighted to launch the next stage of the ‘The Road to The Final’ campaign with this new TVC. Our fans are intelligent, quick witted and worldly people so we’ve worked hard to craft a campaign that they will enjoy being part of.
We want consumers to watch the advert, engage with the brand – play the digital game, Tweet Clarence Seedorf and come to Heineken® events. If they do that then they might even get the chance to see the Final in a uniquely Heineken® way whether it’s in Wembley or even Ibiza.”
https://youtube.com/watch?v=c9paI3n9-Q0
Head over to Heineken’s Facebook page to play ‘The Road to the Final’ pinball game: www.facebook.com/heineken