As part of a global sponsorship activation, Heineken brought the UEFA Champions League Trophy Tour to Yangon. While popular internationally, the brand was virtually unknown to beer drinkers in Myanmar. They needed an integrated marketing campaign to leverage the UEFA sponsorship and generate awareness among their target audience.
Planning & Execution
By creating a fully integrated marketing campaign with fan-powered activations, we helped Heineken bring Myanmar football fans nearly a dozen new and unique opportunities to connect with the sport. This meant creating activations for all types of fans, whether the occasional at-home viewer or superfan and regular match attendee.
We managed extensive social media and PR campaigns to advertise the Tour’s arrival and generate brand awareness. By emphasizing Heineken’s sponsorship of UEFA through TVC, print ads, radio, billboards, packaging and POS we introduced the product to Myanmar consumers and differentiated it as a premium beer.
With the tour’s arrival, we hosted 10 activations over eight days. They ranged from a welcome parade for the Trophy to a mobile game that unlocked a secret party, and a farewell celebration that more than 3,000 people attended.
Effectiveness / Results
We reached 90% of our target audience through our integrated campaign and had more than 4,100 fans attend activations across Yangon. Heineken’s online content received more than 1 million engagements and 7.5 million impressions, while 124 articles of earned PR received 100 million impressions.