Heineken:
The Phone Call
Case Study

Problem

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.

The 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.

Heineken: The Phone Call
Heineken: The Phone Call
Heineken: The Phone Call
Heineken: The Phone Call
Heineken: The Phone Call
Heineken: The Phone Call

The Phone Call

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.

Heineken: The Phone Call

The Technology

What seemed like a simple handset and a screen, actually required a lot of complex development work. An IVR system and a VoIP connection made it easy to identify each participant and helped us confirm all friend replies in real-time.

And at 8:30 PM on every match day the touch screen transformed into an interface that opened the door to the Heineken Match Zone. In order to get inside, each group of friends had to type their codes in the right order.

Heineken: The Phone Call
Heineken: The Phone Call
Heineken: The Phone Call
Heineken: The Phone Call

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.

Heineken: The Phone Call
Heineken: The Phone Call
Heineken: The Phone Call
Heineken: The Phone Call
Heineken: The Phone Call

Event Video

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

Results

Over 133 calls by 81 people were made through Heineken’s phone.

On the 8 match days, the spaces for the events were filled in just a couple of hours.

Over 20 print and online publications.

Тhe Heineken Match Zone and the final race were presented live on BTV
during the last semi-final, watched by over half a million people.

Gold, FARA 2017

Use of media: Ambient

Silver, FARA 2017

Media Campaign