Heineken - Champions League
StrawberryFrog, a recognized pioneer and innovator, had the responsibility of developing the marketing strategy for and implementation of Heineken's premier sponsorship of the world's largest sporting event - Champion's League. The work was executed across an array of platforms including digital, social media, in store, print, outdoor and on television. StrawberryFrog's team faced a unique and complex challenge. To create a marketing platform that distinguishes Heineken amongst the world's most hardcore football fans, but also to attract the hundreds of millions of casual viewers who turn into this massive sporting event. StrawberryFrog stayed true to the brand positioning, which the agency stewards, while capturing the spirit of the world largest, most popular football event.
StrawberryFrog's "Champion's Movement" communications and advertising fit a mind-boggling array of marketing platforms and TV commercial time slots; :10, :12, :20, :30, :45, :60, :90; and adhered to the legal, social and beer-drinking customs of more than 50 countries worldwide. Our solution? It all kicked off with a commercial that, itself, was an event. It was called "One Big Game," and consisted of individual clips of passionate football fans receiving a football pass, and then sending it on. The ad aired as short, modular clips at first, building up to a :90 climax by game's end, where viewers would see all the whole "One Big Game" come together, as the ball traveled from scene to scene - literally around the world. Following this the campaign came to life across the world.
