Heineken invites football fans to use their imagination in a race to get a seat at the UEFA Champions League Final in Wembley next month
As some of the best football teams in the world battle it out in the Quarter-Finals of the UEFA Champions League, Heineken has unveiled the latest element of its ‘Road to the Final’ campaign with the launch of a new ad campaign. The ad demonstrates how, with imagination and resourcefulness, one man is able to witness club football’s most prestigious event – the Final itself.
Premiering today in more than 170 countries, the ad is the latest element of the brand’s global integrated ‘Road to The Final’ campaign as it celebrates its seventh consecutive year sponsoring the UEFA Champions League.
The ad features one lucky fan, who receives a ticket to the UEFA Champions League Final. The only problem is that he is on the other side of the world and faces a race against the clock to get to the match. Through a combination of resourcefulness, imagination and inventiveness he manages to overcome every obstacle put in his way – to be rewarded with the ultimate football experience – a pitch side seat at Wembley, arriving just before kick-off.
In line with the new campaign, Heineken will be rewarding Nigerian fans for displaying inspiring and imaginative behaviour by offering tickets to the UEFA Champions League Final in Wembley, London. Heineken® invites open minded Nigerian UCL fans to take part in a race to win 5 tickets to UEFA Champions League Final in Wembley, London on an all-expense paid trip. 350 fans will be invited for this once in a lifetime race from the National Theatre, Iganmu, Lagos on the 13th of April, 2013, where only the first five contestants to complete the race will win the tickets to the Final. On their journey they need to solve riddles to overcome obstacles and complete the race. Entries for the race start on the 3rd of April and close on the 10th of April. To register consumers need to go to the Heineken website, www.Heineken.com or on facebook at www.facebook.com/Heineken.
Throughout the ‘Road to the Final’ campaign, Heineken® is encouraging fans to engage with the brand through a series of unique activities from on shelf in modern stores to in-bar and social media, offering incredible once-in-a-lifetime prizes.
The brand’s Facebook fans can play a pinball game featuring elements of the advert. Players can compete against each other – and Heineken ambassadors including Clarence Seedorf – to earn bragging rights and UEFA Champions League prizes. For the Semi-Finals, eager fans will have the chance to engage with Seedorf through Twitter – with the most resourceful receiving prizes for their imaginative responses to Heineken’s task.
As the ‘Road to The Final’ campaign reaches its climax, Heineken will once again invite fans to the Final VIP viewing event will host over 250 fans from across Nigeria to experience a premium football viewing experience at the Heineken Champions Planet , Victoria Island, Lagos.
Jacqueline Van Faassen, Heineken Senior Brand Manager, commented on today’s announcement: “We are delighted to launch the next stage of the ‘The Road to The Final’ campaign with this new TVC. Our fans are intelligent, quick witted and worldly people so we’ve worked hard to craft a campaign that they will enjoy being part of.
For this we are truly excited to organise the race to the final for the first time so we can reward the biggest Heineken fans in Nigeria with an all-expense paid trip to the UEFA Champions League Final in Wembley, London.
We want consumers to watch the advert on youtube.com/Heineken, engage with the brand by playing the digital game, Tweet Clarence Seedorf and come to Heineken events. If they do, they might even get the chance to see the Final in a uniquely Heineken way whether it’s in Wembley via the race to the final event or at the Heineken Champions Planet, Lagos via Heineken quiz and in-bar.”