Cannes Lions

TROPHY TOUR

UNITED STATE OF FANS, Amsterdam / HEINEKEN / 2013

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Case Film
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Overview

Entries

Credits

Overview

Execution

The idea was to offer people unforgettable experiences by surprising them with unexpected access to everything the Champions League has to offer. Such as its famous players, its rich history, and the iconic trophy. All presented by Heineken.

After releasing the teaser video – showing people’s surprised reactions when they suddenly found the famous trophy in their hotel room – the trophy began popping up in the most surprising places. From Mount Kilimanjaro to the sky above Mexico’s national stadium. All to warm people up for their own moment with the Trophy at one of the consumer events that followed.

Outcome

- Heineken presented the trophy in main cities in the 3 key markets

- 3 million watched the surprise stunt in Mexico’s national stadium live on TV

- 70,000 people attended the consumer events to have their moment of fame with the Trophy

- 400 journalists were present at the events

- All trophy appearances generated a cumulative total media reach of 300 million through PR and social media

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2021, HEINEKEN

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