14 May saw Heineken launch a global campaign leveraging its UEFA EURO 2020 partnership called ‘Enjoy the Rivalry’ which brings to life the football fact that the game is more fun with fan rivalries and encourages supporters to watch the tournament alongside their rivals.
The through-the-line initiative, which was created by Publicis WW and spans television, outdoor, digital and on /off trade is spearheaded by a hero spot called ‘Finally Together’ which features various vignettes of rival fans being overly kind to each other before revealing that it was all a set up to playfully tease rivals.
The idea is simple: after football and its fans have been physically apart from one another for so long, it is a special feeling for all supporters to be together again as rivals.
‘Enjoy the Rivalry’ is the lead marketing strand of Heineken’s exclusive UEFA EURO 2020 beer partner rights which will also see the brand served across in all stadiums, football villages and fan zones across the 11 host cities.
All the content encourages fans to watch tournament matches whilst ensuring rivalry and Heineken are part of the big game ritual – whether enjoyed in the stadium, in a bar, at home or with friends on the sofa.
UEFA EURO 2000 winner, France and Arsenal legend Thierry Henry will front the brand’s player ambassador team supporting the campaign.
Heineken will also leverage its rights as the exclusive sponsor of the ‘Heineken Star of the Match’ award which will be presented at the end of all 51 matches.
As well as the core campaign, responsible consumption and moderation will also be a focus of the brand’s tournament activation and Heineken 0.0 will form a key part of all Heineken initiatives during the Euros.
“Capturing the fan spirit of UEFA EURO 2020 through Heineken’s unique tone of voice has been an inspiring challenge for us, and we are really pleased to have produced this latest film ‘Finally together’, which finds the human truth behind the fact that the fan experience at UEFA EURO 2020 is greatly enhanced when you watch the action with rivals,” explained Publicis Worldwide Chief Creative Officer and Le Pub CEO Bruno Bertelli. “After a year like no other, it was important for us to positively celebrate fans coming back together again with Heineken.”
Heineken Global Sponsorship Director Hans Erik Tuijt added: “We are extremely excited ahead of our first UEFA EURO 2020 tournament as partner. At Heineken our aim is to develop compelling stories that resonate with football fans around the world – we believe that the ‘Enjoy the Rivalry’ campaign brings to life relatable situations that rival football fans may experience during the tournament, in a witty Heineken way. The campaign highlights how football can be so much better enjoyed alongside your rivals and with an ice-cold Heineken. We look forward to following the tournament and for fans to experience 11 different cities as hosts.”
Comment:
After a year’s delay, UEFA EURO 2020 will take place from 11 June to 11 July 2021 and is being held across 11 European cities: Amsterdam, Baku, Seville, Bucharest, Budapest, Copenhagen, Glasgow, London, Munich, Rome and St Petersburg.
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