Cannes Lions
PUBLICIS ITALY, Milan / HEINEKEN / 2017
Awards:
Overview
Entries
Credits
Description
Footballers suffer a problem every time they play – since everyone knows they’ll be away from home, burglars are free to try and break in, safe in the knowledge that they’ll operate undisturbed. And the problem is more common than people think.
We decided to kill two birds with one stone: offer fans the chance to view the match in the best place possible whilst giving footballers peace of mind so they could focus on the big game.
Heineken created a home security service for football players, by football fans.
Execution
The target of our ad wasn’t just fans – it was Champion’s League footballers.
That’s why we kicked off our service during the Napoli-Real Madrid game. As the players were warming up, in front of a brimming stadium, we aired an infomercial with footballer Marek Hamsik as our spokesperson, inviting them to try the Guardian Fans service.
A phone line was set up, ready to take interested players’ and fans’ requests.
Outcome
More than 4.900.000 views
23mio fans reached
over 13.000 interactions
over 2.000 applications from fans
Impressions more than 30.800.000
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12 items