THE BRIEF
To bring Heineken’s association with the UEFA Champion’s League to life in meaningful way in both take home and on trade outlets across NI and in a way that delivered incremental sales.
To support United Wine Merchants’ customers in their promotion and sales of Heineken by giving them engaging and effective promotional kits and in the on-trade to increase bar footfall, and promote sales of draught Heineken.
To present football fans and Heineken drinkers with a cohesive series of activations that encourage trial and repeat purchase of Heineken for the duration of the Champion’s League.
THE CAMPAIGN
The campaign consisted of a full suite of promotional kits developed for key take home accounts, a promotional roadshow for the on-trade and an exclusive screening of the UEFA Champions League Final for invited guests.
Elevator created three bespoke Take Home Promotions. We advised on the legalities for each campaign, drafted the copy and the T&Cs, our studio designed all the POS and we worked with specialist print suppliers to print and pack the promotional POS kits. Promotional tactics included a gift with purchase of a free Heineken glass which ran in independent off licences; and an online draw for the chance to win a Heineken Hoody. Elevator created the website. carried out individual draws for each store and notified all the winners.
In the on trade, Elevator developed and managed a football-themed sampling roadshow which ran in 36 outlets. This included serving c. 1500 complimentary pints of Heineken from a bespoke bar installation, and rewarding purchasers of Heineken with coded cards which entitled them to enter an online draw to win the Ultimate Home Football Bundle consisting of Playstation 5 and football game, 55” smart TV with soundbar, and Heineken merch.
The final element of the mix was an exclusive live screening of the UEFA Champions League Final at The Avenue Cinema in Belfast for an invited audience. Elevator sourced the venue, arranged all the branding, organised the food and drink and sourced and collated goody bags.
THE RESULTS
A coordinated programme of promotional activations, all designed using the master creative lock-up to look uniform, but developed with individual promotional mechanics to achieve customer-specific objectives.
The on-trade roadshow in particular was very impactful and delivered pints of Heineken into the hands of targeted consumers when they were enjoying televised live football, thus directly emphasising the connection between the brand and the sponsorship,
