Heineken Share The Drama – World Record and UCL with Didier Drogba
In May 2018 Capacity Relations was tasked by Heineken to conceptualise a relevant PR stunt to kick off the UCL season and Share The Drama campaign and make it more locally relevant to South Africans ; not only did we come up with an award winning stunt; we also achieved a consistent ROI investment throughout UCL season , we then completed the incredible campaign with the amplification of soccer Legend Didier Drogba’s visit to SA for the UCL final. We held a press conference for media and one-on-one interviews as well as a roadshow.
To support and further delight fans, Heineken brought the UCL thrill to life through a powerful yet simple call for a shared experience. HEINEKEN®’s journey to the UEFA Championships League final at Nasrec was a theatrical and suspense-filled campaign, with three exceptional regional House of Drama events in Johannesburg, Cape Town and Durban, a GUINNESS WORLD RECORD with local football freestyler Khris Njokwana – who achieved the Highest football dropped and controlled at 37,485 metres – as well as the announcement and arrival of Didier Drogba in South Africa for the finals.
To end of the campaign Drogba, international football superstar, arrived in South Africa for the finale. We supported the amplification of this entire three-phased campaign with a powerful advocacy strategy utilising top SA soccer legends and lifestyle influencers. Capacity Relations achieved over R19 000 000 in PR coverage for the campaign (excluding influencer social values )We received 90% positive brand sentiment across all coverage and mediums.
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