Heineken: UCL 2019 with Ryan Giggs and Thierry Henry
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.
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
PR VALUE: R105 313 763
RYAN GIGGS TROPHY TOUR FEB AND MARCH
PR VALUE: R 56 601 197
UNMISSABLE VIEWING PARTIES – CPT & DBN
PR VALUE: R6 954 243
FINALS – HENRY AND FINAL VIEWING PARTY KYALAMI
PR VALUE: R 41 705 972
ADVOCATES TOTAL CAMPAIGN
OTS: 90 344 168
TOTAL AVE: R 21 888 967
Contact Capacity Relations
011 844 1000.
150 Kelvin Drive, Woodmead, Johannesburg
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