Subtly interrupting while still adding value.
That’s how we aim to activate sponsorships in sport and entertainment.
Consumers buy brands, not products.
No one needs to drink a Heineken during a Champions League match, but many want to.
Once again, the Dutch brand delivered a masterclass in sports marketing with its latest campaign, The Eyes Dribble.
An activation that showcases the key principles of sponsorship activation:
Response to a real insight. Tens of millions of fans in Latin America struggle to watch the Champions League because it clashes with work hours. A rarely explored insight that taps into a real challenge.
Focus on relationships. There’s not a single beer shown in the campaign, the goal is to reinforce the brand’s association with the competition. That association naturally encourages consumption during matches.
The fan is the hero. 90% of the video focuses on the problem and the solution created for supporters, even explained by them. Heineken could have featured City or Real Madrid goals, but the priority is the fan.
Closeness to technology. In an increasingly digital daily life, where everything must be a click away, The Eyes Dribble plugin fits seamlessly with user habits. It’s digital, simple, and convenient.
Frequency and consistency. Why keep launching campaigns after more than 20 years of sponsorship? Marketing is about repetition. And the concept stays true to the brand’s positioning: toasting to real fans.
It’s curious that the setting of the campaign is a place where beer isn’t even allowed: an office. Another way to show how customer connection comes before the bottle.
Moreover, the activation reflects how a global property can connect with great empathy to local consumers.
Another excellent activation, just in time for the final stage of the competition.
Cheers!
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