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and rail stations around Wembley and Marylebone to target consumers on their way to the matches. Emotionally relevant creative built on their competitive spirit and thirst for sport, with copy such as ‘Been to 172 countries and still thirsty’ and ‘Players dream of Wembley. Hops dream of Heineken bottles’. Results eineken’s multi-format outdoor H campaign was seen by 7.2M people at least 24 times during the two week campaign: 75% of the target. The Tweet Maps were viewed by 5.8M people in the run up to the big match showing the global support from the 1.75M people
who tweeted #mufc or #barca over the weekend. References to the Heineken Tweet map reached 163,000 fans on Twitter with people tweeting from 58 countries from America to Azerbaijan. The activity was a key factor in increasing national brand saliency scores by c.2.4%, pre to post the campaign duration: a significant increase in a highly competitive market. Focusing on London to isolate the impact of the outdoor activity saw scores for ‘quality’ and ‘reputation’ rise by 74% and 23% respectively, a significant increase compared to increases outside London of 31% and 15% respectively.
Louise Dennett, Brand Manager on Heineken, was delighted with the activity commenting:
“We wanted to paint London ‘green’ and the outdoor activity certainly did that! Premium, high profile and high footfall sites were carefully selected by MediaVest and Kinetic to deliver an impactful and very impressive campaign.”