Creative executionNow the loudspeaker was hidden in a German hunting hat. When you pulled the hunting hat out, out popped the loudspeaker sporting the Heineken logo. The hunting hat was the focal point of an integrated cross-media campaign.

EffectivenessHeineken’s market share grew 4.7 % in comparison with its share during the European Championship 2004. And retail volume grew 54%.Free publicity with a value of 1,100,000 euros.Spontaneous public awareness grew from 12% to 77 %.