SPORT / EXPERIENTIAL

HEINEKEN RUGBY WORLD CUP 2019

SIMPLE

You don’t need to know the rules to enjoy the Rugby World Cup with Heineken. We were asked to land this global Rugby World Cup campaign contextually in SA.

We thus created #TeamHeineken to embody the idea that rugby can be enjoyed together by anyone as we turned the 2019 Rugby World Cup into a social occasion across Mzansi with the world’s coolest beer.

CREATIVE

#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 #TeamHeineken 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.

IMPACT

77 free pieces of PR coverage

+138 million overall PR reach

Everyone across South Africa who tuned in impacted