#TeamHeineken and the sentiment that anyone can be a fan was brought to life through various touchpoints.
An experiential always-on pop-up activation was created at Rosebank Mall where anyone could be immersed into the world of #TeamHeineken through interactive activities. This was accompanied by an initial #TeamHeineken viewing experience (Springboks v New Zealand) illustrating to fans how Rugby World Cup matches can be turned into the ultimate social experiences with Heineken.
The campaign was spearheaded by ambassador and former Springbok captain, Warren Whiteley who, alongside a carefully selected group of influencers and an array of traditional PR tactics, brought #TeamHeineken to life for fans.
When it immerged that the national broadcaster was unable to air the Springboks’ historic final against England, we invited the whole of South Africa to join #TeamHeineken. Heineken sponsored the rights to the match, enabling the country to get behind the team together as #TeamHeineken. This brought Heineken to the forefront of the biggest occasion in South Africa sport in 2019, entrenching their involvement as tournament sponsor and landing the concept of #TeamHeineken among millions.
The final broadcast was accompanied by a viewing experience where guests watched in Heineken style. National broadcasters including SABC, ENCA, Africa News Network and Metro FM crossed live to the event upon the Boks’ victory ensuring Heineken was at the forefront of the national occasion.