With Heineken in the third year of its global sponsorship of the UEFA Champions League, Heineken Nigeria has rolled out an exciting campaign called the Heineken Champions Planet for the second consecutive year.
Heineken Champions Planet is a unique concept developed and implemented for the Nigerian Breweries Plc by Exp Nigeria. This campaign has provided the brand with a distinctive platform to communicate and interact with its target market since 2007.
It began with the Heineken Champions Planet, a massive dome-shaped marquee which entertained soccer lovers in cities across Nigeria.
2008 saw the concept evolve into the ‘Heineken House', a Brand relevant experience where fans watch the UEFA Champions League matches in a world class environment in the company of other football lovers and Heineken consumers, creating excitement and loyalty amongst the target group.
The Heineken House activation comprised: The House, In Bar Promotions, Match Days and the Viewing Experience. To win entry to the house to watch a UEFA Champions League match, in-bar activations were held in pre-selected bars around Nigeria. Heineken brand ambassadors targeted Heineken drinkers to watch Live Matches at the Heineken House, by inviting them to participate in lucky draw where they won invites to the House and other giveaways. Not only did this drive usage of the brand but increased awareness and leverage Heinekens sponsorship of Heineken Champions Planet activation.
The Matches/Viewing Experience: The Heineken House is a refurbished 10 roomed apartment located in Victoria Island, complete with swimming pool and a games area. On arrival, guests were welcomed with a cold Heineken, and enjoyed the gaming rooms, table soccer, snooker or arcade, ahead of the screening of the UEFA Champions League match.
Catering and bar facilities were provided whilst guests experienced the game in a homely atmosphere with others who share the same passion for Heineken and football. The results of the various live matches ignited many debates by the passionate supporters and local Heineken TV Show Presenter, Nwaji Jibunor, was at the House to one-on-one and group interviews with guests and celebrities for a summary that was then flighted on local television the following day.
For the second consecutive year, Heineken is successfully achieving the objectives it set out to achieve with the Heineken House campaign, as it reinforces the international credentials and premium quality image of the Heineken brand, and continues to leverage and increase visibility and awareness of its UEFA sponsorship amongst locals.
As experiential marketing specialists, Exp Nigeria is proud to be the team behind the success story of the Heineken House campaign.