Coming together with friends over a Heineken® is synonymous with watching UEFA Champions League (UCL) football. During the global pandemic however, this became impossible.
Heineken’s lead global creative execution for the 2020/21 UCL season was thus centered around the fact that even if you were watching matches alone, you were never truly watching alone.
Knowing that on matchdays, social media has become the primary fan interaction channel, we set out to bring ‘never watching alone’ to life locally by creating a sense of online togetherness while watching UCL matches safely at home and, in the process, own the Twitter narrative around UCL for Heineken.
We achieved this through an innovative influencer programme, giving South Africans access to legends of the game like never before while driving awareness of the conversation through key crossover sport / lifestyle personalities.