In Heineken’s continuing effort to bring the UEFA Champions League experience closer to more football fans around the world, we needed to stage their most elaborate Trophy Tour yet.
Heineken wanted to elevate its brand recognition in market. The aim was to leverage its partnership with one of the biggest football tournaments in the world to drive meaningfulness, salience and grow volume for Heineken in 2022.
The 10-day tour through 4 major cities in Africa (DRC, Mozambique, Ethiopia, and Nigeria) consisted of a variety of government ministry visits, press conferences and consumer experiences.
We engaged with Dutch Football manager and former player, Clarence Seedorf, to be the Heineken Africa UCL Trophy Tour Ambassador 2022. Born in Suriname, Clarence has a close affiliation to Africa and is a household name in many of the regions we attended.
On top of that, being a Dutch national and the only player to win three UCL trophies with three different teams, made him the perfect ambassador to boost the credibility of the tour and represent Heineken.
Engaged to reach over 15,000 consumers in person
Total audience reach through all media amplification on TV was 85+ million, over 50 countries
The trophy tour campaign dominated social conversations and we reached over 147.8 million through earned media, including outlets outside of Africa