Heineken x Euro 2020
national pieces of coverage
coverage of nearest sponsor
views of the content
Heineken, Official Partner of Euros 2020, wanted an earned and social media campaign to bring its ‘Friendly Rivalry’ territory to life in the UK. We’d need to show friendly rivalry in action and demonstrate that there is FUN in being rivals together. The idea had to establish Heineken as the leading partner of the Euro 2020 tournament. And In line with Heineken’s ‘Fresh perspective’ global platform and premium brand credentials, we were tasked with delivering an idea which went beyond football and ‘fan banter’ to reach a wider audience.
The Big Idea
We started with a simple insight. The real fun in rivalry is in seeing your rival being truly embarrassed.
England see themselves as the big shots, are always among the favourites to win, yet they always miss out on the glory. Meanwhile, there is one thing Scotland and Wales have in common: they may not expect to win the Euros but would both take huge satisfaction at putting one over the ‘Auld Enemy’, denting English pride and having a laugh at their misfortune.
So, what if we take icons of English football and set them up for a fall by one of their home nations rivals?
Presenting ‘The Painting’ and ‘The Suit’. Two witty films in which a famous former England international, Rio Ferdinand then Jermaine Jenas, was hilariously stitched-up by a Home Nations rival: proud Welshman Robbie Savage and Scottish legend Ally McCoist, respectively.
The pervasiveness of the campaign, with content appearing repeatedly in earned media over four weeks, comfortably established Heineken as the number one brand over other official Euro 2020 partners such as Just Eat, Coca Cola and Volkswagen – or any rival beer brand seeking to hijack the event – for coverage and share of voice.