Heineken: UCL 2019 with Ryan Giggs and Thierry Henry

The Brief


HEINEKEN #UNMISSABLE CAMPAIGN was launched in April 2019 and ran until the UCL final in June 2019. Being a global sponsor of the UCL, Heineken wanted to make the sponsorship locally relevant and bring SA a true UCL experience by hosting viewing parties, bringing SA Fans the UCL trophy and bringing SA fans 2 international soccer icons. Capacity Relations role was to amplify the two legends visits in the media space and create mass awareness and hype around Heinekens association to the UCL.

Results


Capacity Relations objective was to amplify the trophy tour with Soccer Legend Ryan Giggs at the start of the campaign, to ensure consistent and engaging content was published in the media throughout the campaign, and then amplify Thierry Henrys visit to SA for the Heineken UCL final. We held a press conference for both players in JHB , we also did a radio roadshow with both players and hosted media for one-on-one interviews with both players, we also hosted media at the viewing events leading up to the main UCL final event.

This was all supported by a local influencer strategy using incredible South African personalities such as Minnie Dlamini; Lunga Shabalala; OG Molefe and Steven Pienaar

  • Curate newsworthy content to ensure high levels of media engagement (branded published content) pre-during and post ROI 10:1 – ROI 227:1
  • Ensure that all attending media at viewing parties and Finals are hosted in a premium unforgettable manner and provide a published rate of 60% – 90% attendance and published
  • Co curate and manage influencer content narratives throughout the final phase of the UCL campaign (monitor and report) – Advocates exceeded KPI

 

 

Over a 3 month period, Capacity Relations achieved

TOTAL CAMPAIGN

PR VALUE: R105 313 763

ROI: 263:1

PIECES: 403

RYAN GIGGS TROPHY TOUR FEB AND MARCH

PR VALUE: R 56 601 197

ROI: 353:1

UNMISSABLE VIEWING PARTIES  – CPT & DBN

PR VALUE: R6 954 243

ROI: 43:1

FINALS – HENRY AND FINAL VIEWING PARTY KYALAMI

PR VALUE: R 41 705 972

ROI: 260:1

ADVOCATES TOTAL CAMPAIGN

OTS:  90 344 168

 TOTAL AVE: R 21 888 967

Contact Capacity Relations

 011 844 1000.

capacity@capacityrelations.co.za

150 Kelvin Drive, Woodmead, Johannesburg

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