Heineken International
The Rugby World Cup 2007 in Paris is commercially the most successful Rugby World Cup tournament to-date. The sponsorship was a commercial battleground with other sponsors and ambush marketeers persistently trying to steal thunder over the Rugby World Cup Sponsors. It was not just about media share of voice, it was also a battle for creative share of voice. The challenge was to cut through the clutter and present Heineken as the 'Truly International Premium Beer' in the context of Rugby World Cup. The campaign we delivered for the sponsorship not only achieved high brand awareness and increased sales, it also made Heineken the most frequently recalled sponsor of Rugby World Cup 2007.
Heineken has a long history with Rugby. In 1995 Heineken took the major step of partnering the Rugby World Cup in South Africa and so started the strategic partnership with the sport which continues to grow today. In 2003 Heineken returned to the Rugby World Cup family as a Worldwide Partner to the event in Australia. In 2007 the Rugby World Cup took place in France and once again Heineken was the Official Sponsor and the Official Beer of Rugby World Cup. This event is one of the most pre-eminent world class sporting events that provides Heineken with an opportunity to showcase its internationalism and its premiumness. It is BIG, bringing together many nations and millions of fans for two weeks or so of unbridled emotion, overflowing passion and unrelenting energy and commitment to be ‘part of the game’ either in person at the
match, at home all hours of the day, or at pubs and bars with like-minded souls.
Objectives
- Differentiate Heineken from competitors and increase brand awareness as a result of the sponsorship
- Be seen as one of the top 3 tournament sponsors of Rugby World Cup 2007
- Drive volume and grow distribution by providing a strong platform to drive purchase in local market activations
Execution
The Agency developed the creative based on the consumer insight that sports fans have a desire to be part of one of the world’s truly great sporting experiences. There are no boundaries – they will unite with their peers, go to great lengths, overcome any barrier, endure any hardship, to be part of this epic event. By tapping into this insight the Agency demonstrated the understanding that the Rugby World Cup is one of the most desirable sports events for which fans will do everything they can to share the experience over a beer. Not just any beer, the world’s most desirable International premium beer.
The creative idea of 'Continental Shift' taps into the camaraderie and passion fans have with the game and the beer. The fans join forces to literally move the earth's foundations to unite the world in order to enjoy the game over a Heineken. Heineken invites us into a world that embraces the excitement, aspiration and power of this union. It captures the bigness and epic nature of a world class event and world class beer.
The Agency’s proposition for the 2007 Rugby World Cup reinforces this consumer insight and Heineken's international stature: One World. One Cup. One Beer
A 360 degree campaign was developed including TV commercial, Print, On and Off- Premise Promotions, Point-of-Sale and Hospitality activities in France.
Results
- Heineken's sponsorship of the Rugby World Cup 2007 increased brand awareness and top of mind recall.
- Heineken was the most frequently recalled sponsor of the Rugby World Cup 2007.
- Heineken’s sponsorship of the Rugby World Cup 2007, and relationship with rugby in general, had a positive sales result.
- The brand’s market share in host nation France recorded the highest ever increase.
Detailed sales results are not for publication.