Heineken’s global Rugby World Cup campaign is spearheaded by a spot called ‘The Delay’ which seeks to celebrates ‘clueless people who still try to enjoy rugby’.
The campaign, developed by Publicis Italy, sees World Rugby’s official beer partner set out to engage with those non-core rugby union fans who don’t fully understand the game but still might want to make an effort to enjoy the tournament.
The spot, first posted on 24 September, sees people around the world watching rugby and acting in a way that shows their lack of knowledge about the game: for example, they cheer at the wrong moment, awkwardly take their lead from those around them, or simply look at the television screen with a confused expression.
The end line reads: “You don’t need to know all the rules to enjoy the Rugby World Cup”.
The global video is supported by linked social media content such as an explanatory ‘A-Z’ of the universal language of rugby,
Didn't catch #RWC2019 ? We did. Here are this week's best skills. #HeinekenRugby pic.twitter.com/fqK8iAIAun
— Heineken (@Heineken) October 4, 2019
and general tournament,
That moment when the second #RWC2019 weekend kicks off…#HeinekenRugby pic.twitter.com/l0uZYYFJRA
— Heineken (@Heineken) September 27, 2019
and game-specific content
Both teams won their first group matches. Who will continue to show dominance in Group B? #RSAvITA #RWC2019 #Heineken pic.twitter.com/ld3wNbVICr
— Heineken (@Heineken) October 3, 2019
including work with its rugby ambassadors.
Will the Eagles reign victorious or will they get stuck in the thorns of the Red Rose? Don't miss out on the action! #ENGvUSA #RWC2019 @rugbyworldcup pic.twitter.com/vWNVWAoBQs
— Heineken (@Heineken) September 25, 2019
Heineken’s insight behind the work is that non-fans are often turned off by rugby as it seems too complicated, but that if hard core fans are inclusive then everyone around them can have fun watching a game.
This approach, whilst still nurturing a sense of national pride, sees official partner Heineken not only show its support for the tournament, but reach out to grow the game and expand its reach into new audiences.
“We wanted to tap into a fanship moment and make it bigger,” said Global CCO of Publicis Worldwide Bruno Bertelli.
“Invite everyone to watch the Cup not just the fans, because we know during RWC the enjoyment comes from sharing a game and a beer as much as from what happens on the field. For us it was important to make RWC accessible to a wider audience.”
The work was =created for Senior Director of the Global Heineken Brand Gianluca di Tondo, Global Heineken Integrated Communication and Innovation Manager Els Dijkhuizen, Global Heineken Communication Manager Javier Galindo Jimenez and Sponsorship Manager Global Heineken Ben Blanco by a Publicis team which included writers Claudia Illan, it was art directed by Hugo Wahledow, directed by Megaforce through Iconoclast Paris, with input from digital agency Poke, post production by The Mill and sound by Grand Central Recording Studios
Alongside the global campaign Heineken also rolled out a series of local market initiatives and activation: perhaps the most notable of which was a talking water cooler which aimed to arm New Zealander with appropriate rugby conversation topics
This initiative, developed in harness with Darkhorse, followed on from pre tournament Heineken research exploring how Kiwis will engage with the Rugby World Cup which found that the majority of New Zealanders (51%) will follow rugby because ‘they want to be part of the conversation with those around them’.
The ‘bonding opportunity’ of talking about All Blacks matches was found to be particularly important for young men: with 64% of 18 to 34-year-old men following rugby so that they can talk about it with mates, family and colleagues.
The research also found that despite New Zealanders watching plenty of rugby, most fans class themselves as having only a beginner’s knowledge of the sport and its rules.
54% claimed beginner’s knowledge and admitted they didn’t know most of the rules or most of the current players, with 40% feeling competent and only 6% believing they have a ‘masters knowledge’.
So, to help Kiwis be part of all those vital rugby conversations, Heineken invented a ‘talking water cooler which delivers three relevant pieces of rugby news per day whilst people fill their cups with water.
Thus it will literally deliver ‘water cooler conversation’ fuel which beginners and the less knowledgeable can use to have conversations with their colleagues and friends.
The Heineken Water Cooler wirelessly downloads information each day, whilst also deliver responsible drinking messages aimed at those planning on heading out to watch the games in local pubs and bars.
The water cooler, which is being placed at multiple Auckland workplaces, plus the airport at the Heineken Flight Bar during the tournament, is just one strand of the initiative which also sees the same daily rugby news stories across digital billboards across the country and on popular Kiwi websites.
Sean O’Donnell, DB Breweries marketing director, said that the Heineken Water Cooler concept is really all about helping people be part of Rugby World Cup 2019 excitement.
“Stemming from the insight that Kiwis want to be part of the rugby conversation, but don’t necessarily watch every match or know all the rules – we’ve invented the Heineken Water Cooler,” explained O’Donnell.
“The water cooler, alongside our digital billboards and ads, should give people enough knowledge to make sure they are in-the-loop for discussions about rugby over the next few weeks. The idea is to make people’s lives easier and facilitate those conversations, so that people who may not always follow rugby can participate in the water cooler chat during Rugby World Cup 2019.”
Comment:
The water cooler is a funky idea that is generating plenty of New Zealand positive PR.
As the The Delay, well the majority of the 2019 Rugby World Cup work we’ve seen has largely consisted of creative featuring familiar Japanese themes/images which targets existing fans of the game, but this sees Heineken take a different, more inclusive approach and it is all the more refreshing and accessible for that.
Links:
Heineken
https://www.facebook.com/Heineken
https://www.instagram.com/Heineken
https://www.youtube.com/user/heineken
Publicis Italy
Darkhorse
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