Heineken Brief UCL2017
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HEINEKEN UCL
CHANNEL ACTIVATION 2017
TOP LINE PROPOSAL
AGENCY BRIEF
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BRIEF OBJECTIVE..............................................
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BACKGROUND INFORMATION………………….
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2.1 LOCAL BACKGROUND…………………………
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2.2 CONSUMER INSIGHT…………………………..
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2.3 CAMPAIGN IDEA………………………………..
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2.4 CAMPAIGN 360…………………………………
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CONTENT
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TOP LINE PROPOSAL
CHANNEL ACTIVATION………………………….
3.1 OBJECTIVE……………………………………….
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3.2 TIMELINE…………………………………………
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3.3 BASIC SCHEME………………………………….
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3.3 BUDGET………………………………………….
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REQUIREMENT……………………………………
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OTHER RESOURCES………………………………
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CONTACT…………………………………………..
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BRIEF OBJECTIVE
TOP LINE PROPOSAL
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BRIEF OBJECTIVE
WHAT WE
WANT
BACKGROUND INFO
CHANNEL ACTIVATION
REQUIREMENT
CONTACT
THROUGH THIS BRIEF, HEINEKEN HANOI AIMS TO:
•
Choose one outstanding agency to plan and execute Heineken UCL Channel Activation in both On and Off Channels
with perfect quality of execution.
•
Help agency have a clear understanding of the campaign and come up with out-of-the-box ideas for the activation.
•
Provide resources for the pitching session.
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BACKGROUND INFO
TOP LINE PROPOSAL
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BRIEF OBJECTIVE
LOCAL
BACKGROUND
BACKGROUND INFO
•
REQUIREMENT
CONTACT
In Vietnam, UEFA Champions League is considered the best annual football competition in the world thanks to the
participation of world-class players and world-class teams.
UCL PERCEPTON
•
CHANNEL ACTIVATION
UCL DRAW BACK IN VN
The pinnacle of world-class football because only the
The broadcast time is quite late (1.45AM in winter and 2.45AM
best teams can play in the annual tournament.
in summer) due to VN – Europe time differences of the
More sustainable impact than the World Cup and UEFA
matches.
Euro, which only happen every four years.
It takes passion for the game to stay up and watch.
HEINEKEN'S ROLE
Since 2014, Heineken has successfully leverage the UCL global platform in Vietnam and bring the Vietnamese consumers worldclass football experience. Next year, with the success of Trophy Tour 2016, The Trophy tour will return to Vietnam for second
times in 2 years and we will create a bolder & bigger football experience that has yet to be seen in Vietnam
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BRIEF OBJECTIVE
CONSUMER
INSIGHT
BACKGROUND INFO
CHANNEL ACTIVATION
REQUIREMENT
CONTACT
TARGET CONSUMER UNDERSTANDING
Who:
Male, living in key cities . Aged 25 – 40 . Football lovers.
What :
Drink at least 01 premium beer at least twice per month
Their beer brands include : Heineken, Budweiser, Truc Bach, Sai Gon Special
Where & When:
Premium beer club, Sport Bars, Top Quan nhau; Top Bia hoi; Prem restaurants : after work,
before match night
Home : take away for friends gathering & football viewing or self-viewing
CONSUMER BEHAVIOUR SHIFT
From:
I browse the store/drink beer but
ultimately stick to the brand I usually
buy for watching UCL because there’s
nothing about Heineken that’s
different or exciting, and I might not
even see it.
To:
I choose Heineken because it
captured my attention in-store/at
bars and convinced me that it’s the
beer for watching UCL and
enhancing my match experience.
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BRIEF OBJECTIVE
BACKGROUND INFO
CHANNEL ACTIVATION
REQUIREMENT
CONTACT
CAMPAIGN
IDEA
The Champion the Match campaign was introduced in 2014/15. Based on its success, this idea
continues as the ATL & BTL activation for the 2016/17 season.
MOTW doesn’t just watch the match, he champions it! He knows exactly how to
orchestrate all the ingredients that go into the perfect UCL match night. He takes
the lead, he gathers people around him, he inspires them with his mission,
he’s inventive in overcoming the obstacles in his way, and he understands that the
best football in the world deserves the best beer in the world. As a result, he
makes the most of match night for everyone.
Heineken encourages and enables MOTW to make their match-viewing even more legendary
than it already was.
*MOTW: Men Of The World
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BRIEF OBJECTIVE
BACKGROUND INFO
CHANNEL ACTIVATION
REQUIREMENT
CONTACT
CAMPAIGN
360
TVC
PR/DIGITAL
TROPHY TOUR
OOH
CHANNEL ACTIVATION
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BRIEF OBJECTIVE
CAMPAIGN
360
BACKGROUND INFO
CHANNEL ACTIVATION
REQUIREMENT
CONTACT
TVC: THE PREP TALK
CORE CREATIVE IDEA:
Instead of motivating the team, a coach
TVC
inspires fans all over the world to
prepare for Champions League matches
make them the best possible, no matter
the obstacles.
Our star global TVC features coach Jose
Mourinho (manager of MU and one of
the greatest & most successful
manager in the world) …. And is
directed by world-class film director
Guy Ritchie.
Link video
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BRIEF OBJECTIVE
CAMPAIGN
360
BACKGROUND INFO
CHANNEL ACTIVATION
REQUIREMENT
CONTACT
TROPHY TOUR
Heineken has exclusive rights & access to the Trophy for
all territories outside Europe (for the period
March/April 2017).
•The 2016 Trophy Tour was a big hit. To ensure
consistency with the over-arching “Champion the
Match” campaign, the Trophy Tour idea for 2017 will be
‘Champion the Trophy, the world’s first fan-powered
Trophy Tour’.
•The Trophy Tour works well within a local topspin and
as an accelerator for the UCL campaign. The strategy to
involve fans delivered some great ideas, so this will be
continued, along with another key element, the Trophy
video encounter: instead of a photo, fans can record a
short video, topped and tailed with live football
commentary and cheering, which they can then share
on their social media channels.
Link 1 – Link 2
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BRIEF OBJECTIVE
CAMPAIGN
360
BACKGROUND INFO
CHANNEL ACTIVATION
REQUIREMENT
CONTACT
CONSUMER INSIGHT
MOTW knows that the UCL is worth a little
thought and effort to make the experience great
for him and his friends – both for matches night
and the Trophy Tour.
STRATEGY
Heineken stimulates MOTW to make the most of
the Trophy Tour, by challenging them to get
involved rather than just showing up.
-> Fan-powered Trophy Tour.
From just
Grip & Grin to
Immersive
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Experience
CHANNEL ACTIVATION
TOP LINE PROPOSAL
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BRIEF OBJECTIVE
BACKGROUND INFO
CHANNEL ACTIVATION
REQUIREMENT
CONTACT
OBJECTIVE
CAMPAIGN OBJECTIVE
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CHANNEL ACTIVATION OBJECTIVE
To protect the leading position of Heineken as a TOM & most
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preferred premium beer brand in Q2 after a peak in Festive season.
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To recruit competitors’ drinkers who are UCL/football fans but do not
To proudly confirm the leading premium beer brand position in the
market.
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To recruit competitors’ drinkers and help them enjoy the UCL season
regularly choose Heineken to buy & drink during 2016/17 UCL
with a perfect serve of Heineken, thus drive conversion and increase
season by changing their belief that Heineken is “just another
the presence of Heineken in consumers’ repertoire.
sponsor” that doesn’t offer anything different & isn’t relevant for the
UCL match night occasion.
•
To bring Heineken drinkers the immersive experience of UCL that no
other brands could offer.
ON-CHANNEL
Big Activations/Mini Events
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10 key outlets in Hanoi, 2 in Haiphong with
OFF-CHANNEL
PG Roving
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Scale: 400 outlets in Northern Vietnam (200
chances to get tickets to Trophy encounter
Hanoi, 50 Hai Phong, 50 Quang Ninh, 50
& Exclusive Meet & Greet with a famous
Vinh, 50 other provinces), 5 visits/1 outlet.
footballer.
•
Trophy Visit
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1 visit for one chosen supermarket in Hanoi.
Type of outlets: Top Quan Nhau, Top Bia Hoi,
Beer Club, Sport Bar, Premium Restaurant
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BRIEF OBJECTIVE
MAR
TIMELINE
BACKGROUND INFO
CHANNEL ACTIVATION
APR
REQUIREMENT
CONTACT
MAY
15/3 - 10/6: COMS
17 - 18/4:
Trophy Tour
in HN & HP
3/6: Final
Phase 1: 15/3 - 20/4
Phase 2: 1/4 - 30/5
Big activation/Mini events
PG Roving
Conducted by
Agency
Lengthen campaign impact
Utilize Peak/hot matches to talk to consumers
Conducted by
Heineken Hanoi
ON
OFF
Trophy visit
Shopping mall
Promotion in MT & KA (win LED TV)
UCL PROMOTION : Ecommerce
VISIBILITY (MT & GT)
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BRIEF OBJECTIVE
BASIC
SCHEME-
BACKGROUND INFO
CHANNEL ACTIVATION
REQUIREMENT
BIG ACTIVATION – ON CHANNEL
Number of Big Activations: 12.
CONTACT
GAME TO COLLECT PHONE NUMBER
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Scheme: Agency propose. In general, consumers will
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Location: 10 key outlets in Hanoi, 2 Haiphong.
send a message to a Tel center to join in a lucky
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Program: Agency to propose: must be related with football/ UCL
draw whose result will be communicated at the end
theme
of the campaign.
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Engagement/ Promotion mechanic : agency to propose (including
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Premiums: 10 Smart TVs.
game to collect phone number)
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Premiums: Agency propose.
PG ROVING – ON CHANNEL
TROPHY VISIT- SUPERMARKET/SHOPPING MALL
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Number of outlets: 400.
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Location: Hanoi, Hai Phong, Quang Ninh, Vinh, some other provinces in Nothern Vietnam.
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Number of visits per outlet: 5.
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Number of PGs per team: 2.
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Number of outlets per night per team: 2.
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Promotion mechanic : Agency propose ((including game to collect phone number): should
be simple, easy to execute & potential to generate volume / conversion
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Premiums: Agency propose.
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Venue : 01 premium shopping mall in Hanoi
belongs to Vingroup & having Vinmart inside
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Entertainment Requirements : Only dancers
for introducing ambassador/ Trophy
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Venue Visibility Set up : Stage, Sounds,
Lighting
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BRIEF OBJECTIVE
BUDGET
BACKGROUND INFO
CHANNEL ACTIVATION
REQUIREMENT
CONTACT
TOTAL BUDGET: VND 2.900.000.000, including:
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All activation productions and operation costs (Big Activations, Mini-Events, PG Roving for On-Channel,
Trophy Visit at shopping mall for Off-Channel, space renting, merchandising activities…).
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Premiums (agency proposes list of premiums for Heineken Hanoi to choose from).: with varied range of
value from VND 10K ++
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REQUIREMENT
TOP LINE PROPOSAL
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BRIEF OBJECTIVE
BACKGROUND INFO
AGENCY’S PROPOSAL REQUIREMENT
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Clear content and executional plan
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Proposal of branding, decoration and merchandise if
necessary
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Licensing plan with detail timeline
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Safety and security plan: Sufficient security and risk
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Detail timeline to meet deadline
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Proposed KPI management
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Budget allocation
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All requirement should be presented with KPI
CONTACT
AGENCY’S REQUIREMENT
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Good experience with premium brands campaign and
events
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Expertise in planning, producing and executing monthslong activities
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management plan, crowd control and traffic control of
pre-during-post event evaluation.
REQUIREMENT
CHANNEL ACTIVATION
Attention to detail in proposing, managing, executing
activities to meet Heineken’s high standard.
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Have a strong connection with authority to secure the
license for all aspects of the event.
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Being active and flexible in handling on-site incidents
should they happen.
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Expert in recruit and managing PGs.
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OTHER RESOURCES
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Key Visuals of Heineken UCL
(Unofficial)
Link
TOP LINE PROPOSAL
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THANK YOU
TOP LINE PROPOSAL
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