Launch Heineken as sponsor of the UEFA Champions League via the first ever pan-Russia integrated campaign for the brand.
Beer and football fans were on the receiving end of a whole Stadium of Possibilities from Heineken, both in the literal and metaphorical sense.
On the virtual stadium www.starstadium.ru plenty of serious prizes were up for grabs, as well as the opportunity to live the spirit of football. You could look inside the footballers' changing room and win a ball with your name on it. A match timetable was on display in the fun zone, where you could meet other fans and download a map of sportsbars. You could also pop into the commentators' box and watch the best moments of the championship with them.
The top prizes were tickets to Wembley to watch the UEFA Champions League finals, and tickets to the Star Final in Hong Kong. Other winners won passes to watch the finals at a closed PR event at Moscow's Strelka club.
The promotion was actively supported by a mobile promo team in bars, cinemas and business centres. A unique installation was set up at Atrium shopping centre during the final games of the championships – a replica of Wembley stadium made out of 450 bottles and cans of Heineken.
Результат Happy End
The first integrated campaign for Heineken in Russia had a response rate of 1.6%.