Heineken.
Getting ready for kick off
Celebrating waiting
How do you regain awareness and association lost during the Covid-19 football blackout by helping fans across the world celebrate the wait for the UEFA Champions League and Europa League finally being over?
The Kick Off
We created the Heineken Opening Party to the UEFA Champions League & Europa League finals 2020 powered by Defected. An 8 hour, globally live-streamed digital festival bringing together diverse football and music talent on the eve of the Final 8 matches.
Making meaningful change
Awareness
Regained sponsor awareness by 2.2% (general population), 4.6% (football fans) and 8.6% Heineken® target audience.
Engagement
The content had a 17 minute average watch time, across 97 countries.
Reach
There were over 7M live stream views, and potential reach of 330M.
