Heineken: THE REAL MASTER OF INTUITION [video]

Credits & Description:

Type of entry: Strategy
Category: Product Launches
Advertiser: HEINEKEN ITALIA
Product/Service: HEINEKEN
Agency: PUBLICIS ITALY Milan, ITALY
Creative Director: Bruno Bertelli (Publicis Italy)
Creative Director: Cristiana Boccassini (Publicis Italy)
Art Director: Alessandro Candito (Publicis Italy)
Copywriter: Paolo Bartallucci (Publicis Italy)
Account Supervisor: Giada Salerno (Publicis Italy)
Agency Producer: Mariella Maiorano (Publicis Italy)
Production Company: (Think Cattleya)
Post Production Company: (Band)
Editor: Stuart Greenwald ()
Director: (Cric)
Strategic Planner: Bruno Tecci (Publicis Italy)
Manager Heineken Digital: Mr. Dario Gargiulo (Heineken International)
Brand Manager: Daniela Gorni (Heineken Italia)
Group Brand Manager: Roberto Giugliano (Heineken Italia)
Describe the brief from the client
Heineken wanted to relaunch Star Player, the Heineken app made for football lovers that identifies who is best at guessing what happens next in a match.
The problem was that Heineken wanted to relaunch it in Italy, the land of football experts.
Creative Execution
99.99% of Italian people think of themselves as football experts. They don’t just think it but love to show their football competence whenever and wherever.
Despite that, 72% of them watch UEFA Champions League matches alone and at home. With Star Player, players can finally prove and improve their skills, competing and sharing scores via Facebook and other players in a sort of ‘Interactive Champions League’.
The aim was to turn the way people watch UCL into a social interactive experience for football fans. And experts.
Creative Solution to the Brief/Objective.
We had to convince all the Italian football experts that it’s quite difficult to predict players’ moves or the result of a match. So we transmitted the live match with a slight delay. Only a number of accomplice spectators, unbeknown to the two commentators and the others in the pub, knew about this delay and were able to anticipate the actions of the football game played on TV amongst the puzzled reactions of the passionate fans.
The solution was justified by the strapline: TO BECOME A REAL MASTER OF INTUITION PLAY WITH STAR PLAYER.
Results
6m VIEWERS LIVE ON TV
3m VIEWERS ONLINE 2.5m ONLY ON YOUTBE
11m MEDIA IMPRESSIONS
IN ONE MONTH + 300% STARPLAYER DOWNLOADS IN ITALY