Heineken ‘Coin Toss’ TVC & ‘Legends’ Social Content Launches Beer Sponsor’s Global RWC Activation

In mid July Heineken, worldwide partner of Rugby World Cup 2015, rolled out the core launch phase of the multi-platform campaign it will run through the tournament – ‘Heineken Legends’.

At the forefront of the campaign is a global TV commercial fronted by two rugby legends – New Zealand’s Jonah Lomu, and South Africa’s World Cup winning captain John Smit.

As part of its package as the tournament’s ‘Official Beer Supplier’, Heineken has exclusive rights to the coin toss at every RWC match and the new spot revolves around this tradition.

‘Rugby World Cup is the pinnacle for any player and this tournament will be one of the biggest ever. To partner with Heineken and join such an esteemed group of rugby Legends is an honour,’ commented Lomu on the release of the video.

‘I was lucky enough to play in two Rugby World Cups, so I know how exciting the tournament is. This year, I want as many people as possible around the world to enjoy Rugby World Cup 2015 and help get them closer to the action with Heineken.’

The ad follows June’s #’ItsYourCall initiative which saw Heineken launch a search for 48 fans from across the globe to win a once the chance to attend each official coin toss prior to every match kick off.

‘With this exclusive coin toss opportunity before every match, Heineken is proud to open Rugby World Cup 2015,’ says Heineken brand director David Lette.

‘We are proud to be rewarding passionate fans around the world with this unique, once-in-a-lifetime VIP experience to get closer to the action. We can’t wait for it all to start!’

This TV spot activation is being supported through August through global media work that stretches across Out Of Home, print and digital.

The integrated campaign also sees both Lomu and Smit become part of the brand’s elite panel of ‘Heineken Legends’: an online pundit panel that will produce a rich seem of pre kick-off social content to ensure the beer brand offers its consumers and rugby fans a unique, insightful and international perspective on the tournament.

The panel, which is led by former England captain Will Carling, also includes England World Cup winner and Lions scrum half Matt Dawson, plus Wales and British & Irish Lions number eight Scott Quinnell, former Australia star Rocky Elsom and also Ireland and British Lion winger Shane Horgan.

We're Proud to Open #RWC2015 and will bring you closer to the action with our legendary line up. #itsyourcall pic.twitter.com/dzpx91fcBd

— Heineken UK (@Heineken_UK) June 30, 2015

During the tournament, Heineken will enable fans around the world to participate in a 2nd screen experience called ‘The Heineken Rugby Studio’.

This will essentially be a digital preview/review show, hosted by Carling and featuring the Legends and other guests, taking place across social media leveraging the #ItsYourCall hashtag.

Heineken’s RWC activation is being developed in harness with several core agencies – including Rothco Dublin and M&C Saatchi Sport & Entertainment.

Other strands of the international campaign will range from a brand presence on Rugby World Cup physical and digital assets, in-stadium opportunities, bespoke Heineken bottles showcasing the Webb Ellis Cup, an official RWC Gilbert ball giveaway with case purchases, plus supporting the RWC Trophy Tour

The countdown is on! Join the #RWC2015 Trophy Tour & get ready for an epic Tournament. http://t.co/sgKu9hhBVa pic.twitter.com/wYPLOLWzOv

— Heineken UK (@Heineken_UK) June 10, 2015

and hosting live UK events for fans.

Visit the Black Bull, Edinburgh, the 12th & you could bag a VIP ticket for a @RugbyWorldCup coin toss! #itsyourcall pic.twitter.com/qfpKlC3VSD

— Heineken UK (@Heineken_UK) June 10, 2015

As well as this evolving, central international campaign, Heineken is also running related local market activation strands.

For example, in New Zealand Heineken is engaging through a market-specific ‘Heineken Legends Challenge’: asking All Blacks fans whether they have what it takes to deliver the #HeinekenBriefcase to the Rugby World Cup 2015 Final in Twickenham and meet their favourite players in person?

This activation pillar sees the beer put consumers through a set of challenges and the eventual winners will scoop a Rugby World Cup Finals experience in London.

‘In 2011 we had an incredible opportunity to be involved with the tournament as the host nation. And while it’s on the other side of the world this time round, through the Heineken Briefcase Challenge we’re excited to be giving Kiwis the opportunity to come with us and enjoy the excitement of Twickenham!’ outlines Julia Imlah, Heineken Marketing Manager New Zealand.

Comment:

Despite a major marketing overhaul five years ago, which included a review of its partnerships, rugby remains a key part of Heineken’s marketing strategy.

A key part of the reasoning behind its rugby links is a wish to associate the brand with the values and characteristics of the sport – respect, pride and passion.

Heineken has supported the Rugby World Cup for the previous four tournaments (at South Africa 1995, Australia 2003, France 2007 and New Zealand 2011), as well as sponsoring of the Heineken Cup (since 1995) and several IRB/WR 7’s tournaments.

While Heineken has been a supporter and sponsor of the Rugby World Cup for more than 20 years, this year’s tournament will see its biggest and most comprehensive activation campaign ever.

Heineken’s RWC work will continue its ongoing strategy of bringing live sports to life in order to interact with target consumers and drive its ‘enjoy responsibly message’ by giving fans a fantastic experience.

The umbrella sponsorship objective is to associate the brand with world class experiences – from rugby and football to music and festivals – to ensure it links to a great beer experience that maintains its number one premium beer brand position.

The brand argues that for the ‘rugby markets’ in general the World Cup was a ‘pinnacle’ property with 4bn viewers globally and for the UK in particular it will be Heineken’s big platform for 2015.

Links

Heineken Rugby Website:

www.Heineken.com/rugby

Heineken Twitter:

https://twitter.com/Heineken

@heineken

#ItsYourCall

Heineken YouTube:

https://www.youtube.com/user/heineken

Heineken Facebook:

https://www.facebook.com/heineken

Heineken Instagram: