Heineken: The Phone Call

The perfect match night is a phone call away

Situation

Nowadays, most young men watch football matches alone at home. Organising a match night with friends seems to be a difficult challenge for them.

Insight

Texting makes it easy to turn down a match night invitation. But it’s harder when you get a phone call.

Idea

We created an exclusive match zone, which put people to the test. Positioned at the center of Sofia, it attracted the attention of fans and passersby. But the only way to unlock it, was to call two friends and convince them to come and watch the game with you.

The connection had to be made through a special Heineken phone built into the facade. With the help of a touch screen interface, people could call two friends and convince them to watch the match together.

If they said “yes”, all three of them received a text message with 3 parts of a code, which unlocked the zone on the same evening.

The technology

A camera crew followed each racer and documented their whole experience. We created a video, which told the story of the challenge.

The final challenge

During all 8 events for the Champions League quarter and semi-finals the Match Zone filled within a couple of hours.

But there was one last surprise for the fans. They didn’t know that Heineken would challenge them on national air, during the half-time of the last semi final.

The task was simple. Each group had to pick their fastest team member, who would race to BTV’s live studio, in order to win them the big prize — to watch the Final at an exclusive Heineken event in Greece.

Event video

A camera crew followed each racer and documented their whole experience. We created a video, which told the story of the challenge.

Awards & recognition

  • FARA 2017
    Gold, Use of media: Ambient
  • FARA 2017
    Gold, Media Campaign