In Spain it is hard for us to get on time to watch Champion´s matches, and this is because we leave work two hours later than the rest of the European countries. We also have an unbreakable law: nobody stands up of their chair before the boss leaves. Thinking about this insight we made ourselves the next question: what if the boss had something to do that day? So we created A CHAMPION´S BOSS, a large scale plot to make Spanish companies bosses leave work earlier on match days. It began with a fake award giving where we invited more than 130 managers. They thought they were going to pick an award but it was a prank indeed. Then we activated the site unjefedechampions.com where any person could send a personalized video to his/her boss in order to convince them about leaving the office earlier on match days.

We started creating a fake microsite to place there the information about the also fake award giving gala. With the material we got from the event, we created an audiovisual piece housed on the internet which would be our platform’s starting point. The audiovisual piece redirected to a website where the users could create personalized videos starring the ex-football player Clarence Seedorf.

Besides this pieces, we created a content plan on social networks to energize the campaign while we fed the debate about working schedules’ conciliation in Spain.

This campaign lasts until the 28th May, but here are the results of the first two weeks:

More than 9 million views.

More than 9000 personalized videos, which means more than 9000 bosses and managers. It also means more than 150.000 employees that can enjoy a better working schedule.

More than 7.700 shares.

More than 43 millions of impressions.

CTR + 27.69 %.

+ 44% over the estimated engagement.

The brand was going to be introduced in a debate wich is a current issue in Spain: our working hours. It wouldn’t be possible without a proper media strategy.

The main campaign’s target was men and women over 18 who consume beer and love football. However, by treating such a current issue in Spain like working schedules’ conciliation is, the target got much larger, reaching almost the entire society.

We started using digital platforms (website, microsite, YouTube and social networks like Twitter and Facebook) and influencers related to football’s world and to the way of life. We also used a famous prescriber: the ex football player Clarence Seedorf. Everything trying to make the debate jump from our platform to mass media.

Heineken, as UEFA Champions League’s beer brand sponsor, has the key objective of increase the consumption and enjoyment moments on match days. Following its global strategy “Champion the Match”, the consumer has to make every match an unforgettable event. And Heineken is the brand that has to help the consumer with that. In Spain in particular, it was very important to create a notorious campaign because this year there were five teams competing.