Heineken RWC Launch Party Transforms Somerset House Into Virtual Stadium

Heineken’s live launch of its Rugby World Cup 2015 campaign used 3D digital projection to light up London’s stunning Somerset House and turn it into a ‘virtual’ rugby stadium.

Dynamic rugby stadium images, in Heineken’s signature green brand colour, were projected on to the walls of the historic building.

The projection was initiated by a coin toss from the winner of a Heineken competition on social media, who will also attend the coin toss at the opening Rugby World Cup match between England and Fiji.

The beer brand’s full line-up of ‘Rugby Legends’ ambassadors attended the 27 August launch event at Somerset House – including Jonah Lomu, Will Carling, John Smit, Matt Dawson and Scott Quinnell.

The 1000-strong crowd of fans and stars were also treated to a performance by British band Everything Everything.

The campaign has been developed with M&C Saatchi Sport & Entertainment, St Lukes, RPM, Possible and Publicasity.

‘We’re so excited that Rugby World Cup 2015 is only a matter of weeks away now so we wanted to launch our campaign in style by giving everybody a taste of what’s to come in September,’ said Heineken brand director David Lette.

Comment

The stunning lightshow has echoes of Adidas’ 3D ‘All Blacks Fan Mosaic Projection’ in Auckland at the start of the last Rugby World Cup in New Zealand in 2011 (see case study).

This 2015 light-led, live launch is just one part of Heineken’s multi-phased Rugby World Cup campaign – spanning the coin toss led ‘It’s Your Call’ and ambassador-focused ‘Rugby Legends’ – first launched in July (see case study).

Links:

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@heineken

#ItsYourCall

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