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The Grand Finale

basics
Industry: Alcoholic drinks
Media:Cyber
Style: Minimalism
descriptioncnen
Why is this work relevant for Brand Experience & Activation?

Because in the year of the World Cup with Budweiser sponsoring it, we created a special activation for Heineken in an auditorium in São Paulo that gathered 2,500 people to watch a UEFA Champions League match in a way they had never seen before: with an orchestra of 35 musicians live. The brand experience has generated so much engagement by the audience that Heineken achieved figures they had never seen before.

Background

In the year of the World Cup and with its major competitor sponsoring it, Heineken wanted to make something really big for the UEFA Champions League. The brand had already launched the “Share the Drama” concept and our briefing was to create a brand experience that was able to prove that watching a match is as exciting as watching a drama movie. However, at the same time, we needed to be relevant enough to make people grab their phones and spread the message.

Describe the creative idea (20% of vote)

To prove that watching a UEFA Champions League match is as exciting as watching a great drama movie, we organized an orchestra to play live during the finals in an event for 2,500 people, exactly as it was in the silent film era. For each game move, a different soundtrack was improvised by 35 musicians in real-time, from corner kicks to substitutions. The orchestra was conducted by Xuxa Levy, a classical maestro, and Ronaldinho Gaúcho, the “ginga” maestro.

Describe the strategy (20% of vote)

We launched the event aiming UEFA Champions League fans and announcing the first musical match in history, so tickets were sold out in record time. The event took place in an auditorium at São Paulo’s major park. We also created partnerships with influencers to spread the message.

Describe the execution (30% of vote)

When the match started, the curtains opened and people saw the orchestra playing the UEFA Champions League’s anthem. And there’s more: it was conducted by Ronaldinho Gaúcho, the maestro of the fields. After the anthem, he gently gave the floor to a real maestro, who increased the excitement for all 2,500 people who saw the final match in an unprecedented way. These musicians had weeks of rehearsals and creation process to make the experience really work during the 90 minutes of the game. That way, all fans watching the match became potential disseminators and turned, together with the invited influencers, the Grand Finale into national news.

List the results (30% of vote)

Our communication goals were to increase brand preference, which we enhanced from 8 to 12%, and to grow penetration achieving once again a 5% growth compared to the previous year. But The Grand Finale was also a blockbuster in other areas. People really loved it and spread it digitally on all social networks. For the first time, Heineken reached 38 million organic impacts on Instagram Stories and, with 88 million media exposures, it became national news. The video case telling the whole story had 300k interactions and 300 million views, becoming Heineken’s most-viewed ad in history.
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awards
Cannes Lions International Festival of Creativity 2019
Bronze Brand Experience & Activation
Live Brand Experience or Activation
Cannes Lions International Festival of Creativity 2019
Shortlist Brand Experience & Activation
Food & Drink
Cannes Lions International Festival of Creativity 2019
Shortlist Brand Experience & Activation
Brand-owned Experiences
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