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Heineken 2011 UCL promotion2nd submission, prepared by Action, Oct 04, 2010
Big holistic idea
More recommendations and
expertise
Clear answers to your 30 questions
TODAY:
IL SEGMENT / Y2010 OVERVIEW / RUSSIA
Carlsberg: Win 100% of football! Brand: Carlsberg
Goal: sales push
Solution: Win 100% of football!
Promotion: Register 11 codes then play on the site “100 % of football”. Collect the points and win the prizes.
Collect and Get:fan’s T-shirt (7613)football rucksack (etc)trainer’s hoodie (etc)
Collect and Win:trip for two people to South Africa (1mln 100 rur in total)
Channels of registration: web, sms
Date: 20 April – 20 June 2010
Geography: Russia
Carlsberg “Win 100% of football” bus stops
http://www.sostav.ru/news/2010/06/10/rol1/
Carlsberg – e-game. Brand: Carlsberg
Goal: sales push
Solution: Win 100% of football!
Promotion: Register 11 codes then play on the site “100 % of football”. Collect the points and win the prizes.
Collect and Get:fan’s T-shirt (7613)football rucksack (2844)trainer’s hoodie (514)
Collect and Win:trip for two people to South Africa (1mln 100 rur in total)Projector (30)
Channels of registration: web, sms
Date: 20 April – 20 June 2010
Geography: Russia
Carlsberg (football game)
Зарегистрируй 11 кодов
Зарегистрируй 11 кодов
Участвуй вЗвездных матчах
Участвуй вЗвездных матчах
Побеждай соперниковПобеждай соперников
Выигрывай призы!
Выигрывай призы!
Участвуй в матчах100% футбола
Участвуй в матчах100% футбола
Тренируй команду
Тренируй команду
Набирай Рейтинговые
очки
Набирай Рейтинговые
очки
Создай свою команду
Создай свою команду
Делай правильные прогнозы на
победителей матчей ЧЕМПИОНАТА МИРА
Делай правильные прогнозы на
победителей матчей ЧЕМПИОНАТА МИРА
Efes Pilsener Brand: Efes Pilsener
Goal: sales push
Solution: Gather to the space!
Promotion: Buy the beer and find unique code. Register it by sms or web. Collect points and win prizes.
Collect and Get:content (1 point)
glass Efes Pilsener (10 points)projector of star sky (30 points)
certificate for extremal trip (60-90 points) Collect and Win: trip to the space Channels of registration: web, sms
Date: 01 May – 30 July 2010Geography: RussiaVideo
Efes Pilsener (prizes)
The content includes the music from advertising “Gather to the space!” and cosmic illumination for the mobile phone.Certificate for extremal trip includes fly in the aero tube, diving,zorbing, excursion to the observatory, cosmic lunch for two people with delivery etc.
Efes-space: Prizes for 60 codes
http://www.efes-space.ru/
BUD: World Class Football Brand: BUD
Goal: sales push, lottery
Solution: BUD: Мировое пиво представляет футбол мирового уровня.
Promotion: buy the beer, find the code under the cap, register it on the site www.bud.ru , fill in a form and get prizes.
Collect & Get in Redemption Centers
buy the beer, save the check and you can get prize in RC.trinket (4 bottles)
bracelet (8 bottles) glass (10 bottles) polo-shirt or baseball cap (12 bottles) rucksack (24 bottles)
Collect and Get via WEB: buy the beer, find the code under the cap, register it on
the site www.bud.ru , fill in a form and get prizes.sport bag (1st prize)
baseball cap (2nd prize) rucksack (3rd prize) polo-shirt (4th prize) pack of beer BUD (5th prize)
Date: 01 June – 31 July 2010
Geography: Russia
Site: http://www.bud.ru/
BUD Fan Zone
Every day from 2nd July till 11th July in Fan-zone “King of beers” was atmosphere of the real football holiday. Visitors could get prizes, participated in competitions, heard Moscow DJ’s, saw performances of musical teams and girls from group of support BUD. The most important thing was translation of matches of the Championship on the big screen on the air. It was possible to look at matches from the sports tribunes located opposite to the screen, sat on a football lawn or in BUD-bars.
Bud Fan Zone, 11 July(FIFA World Cup Final)
Thousands of fans have gathered with the company of the Bud beer to see a fantastic show in the day of World Cup Final.
There were atmosphere of real stadium: capacious tribunes, the huge screen, cold beer and inexpressible football passion. Final events were accompanied by a deafening roar of tribunes, all people supported with huge enthusiasm and equally strongly supported commands of the Netherlands and Spain by «a fighting color», tags and other attributes of the real football fans. And when the final whistle has sounded, the gold confetti and multi-colored fireworks blown up in the sky over "Luzniki“.
Video: linkhttp://www.youtube.com/watch?v=Y3z0LpAfuKU
Tuborg GreenfestBrand: Tuborg
Goal: sales push
Solution: Tuborg Greenfest
Promotion: find unique code in the bottle Tuborg Greenfest and register code by sms. Then you can play the game “Virtual stage Greenfest” and raise rating.
Collect and Get: T-shirts, ear-phones, telephones. Internet play - table, playstation for playing “Virtual stage Greenfest”.
Collect and Win: every day-2 tickets to Tuborg Greenfest, the main prize – Greenfest Tour in any place of world
Channels of registration: webDate: 01 June – 30 September 2010
Geography: Russia
Tuborg Greenfest festival
July, 18th, 2010, St.Petersburg: The world famous pop star Pink appeared at the Tuborg Greenfest festival. Additional performers - – fashionable heroes of alternative scene Good Charlotte and «Mummiy Troll» group.
The train “Tuborg Greenfest” delivered all participants from Moscow to St.Petersburg.
Tuborg Greenfest concert 2010
Holsten: Win German Quality!
Brand: Holsten
Goal: sales push
Solution: Win german quality!
Promotion: find codes under promo-label and register code by web or sms. Record your video, where somebody will spell ‘Reinheitsgebot’.Then load it in the site www.holsten.ru More votes, more chances to win the car.
Collect and Win: everyday drawing of LOWE home-cinemas; Baden-Baden weekend; Lufthanza tickets for two people in Europe, Leica photocamera,certificates in MediaMarkt
(3500, 10 000rur.), Karcher,boxes of beer, German razorblade (Braun). The main prize: Mercedes Benz auto
Channels of registration: web, sms
Date: 01 June – 31 August 2010Geography: Russia
Holsten contest
Record the video, where somebody pronounce Reinheitsgebot.Then
load it in the site www.holsten.ru More votes, more chances to win the
car.
The winner is Shorov Vladimir Ivanovich.
Video- http://www.reinheitsgebot.hn/video/
Holsten Contest – part 2 (photo)
For participation in competition, it is necessary to register a special code from the bottle of beer. The task is connected with a word "Rajnhajtsgebot" again. But you should only to take photo with this word .
Bavaria City Racing and promotion
Brand: BavariaGoal: sales push
Solution: «Bavaria -Moscow City Racing!» promotion: register the promo-code under the lid of bottle and take part in the lottery or collect codes and win prizes. You can register code via sms or at bavaria.ru web-site.
Collect and get:4 codes > Branded glass (45 000)40 codes > ticket to Bavaria Moscow City Racing (500)60 codes > ticket to Bavaria Moscow City Racing (VIP) (200)
Collect and win:Photocamera (80)Trip to Holland Bavaria City Racing Rotterdam (24)
Channels of registration: sms, online
Date: 01 June to 31 August 2010Geography: Russia
Bavaria departed the winners of campaign City Racing to Rotterdam
The 24 winners of «All on start with Bavaria» were departed to travel in the last days of August. They spent 4 days in Amsterdam and in the oldest dutch cities: Eindhoven, Lishaut, La Trappe. Travelers visited the brewery, small fishing village, ancient monastery and the museum of Madame Tussauds. The main point of travelling was the visiting of Bavaria City Racing in Rotterdam.
Brand Carlsberg BUD Efes Tuborg Holsten Bavaria
Call to action Win 100% of football World Class Football Gather to the spaceChoose your Greenfest tour
Win German QualityBavaria-Moscow City Racing
Period (Y2010)Apr 20 - June 20 June 01 - July 10 May 01 - July 30 June 01 - July 31 May 01 - Oct 31 June 01 - Aug 31
Duration 2 months 1,3 months 3 months 2 month 6 month 3 month
Collect&Get
3 levels of prizes: t-shirt, hoodie, rucksack. # of prizes ~25 000; prizes by post
Redemption Centers: 5 levels of prizes, ~29 000 units WEB: 5 levels of prizes, 15 000 units; prize by post
content for everyone; 3 levels of prizes: glass, star sky projection, certificates for extremal experiences; prizes by post
3 levels of prizes: t-shirt, ear-phones, telephones, 95 000 prizes, prize by post or in Redemption Centers
3 levels of prizes; glass, tickets and VIP tickets to Bavaria Moscow Racing; 45 700 prizes; by post
Collect&Win4 trips to South Africa, entry level - 1code
2 trips to FIFA Final - buy 12 bottles, come to RC, fill in the questionaire, lottery take place in Mega khimki
1 trip to the space, entry level - 1 code
205 tickets to TuborgGreen Fest; entry level 1 code, daily drawings
24 trips to Holland Bavaria Racing and 80 photocames; entry level - 1 code
WEB
on-line football game based on developing of football team; separate prizes for web game - 30 projectors & 1 grand prize
announcement announcement
on-line music game based on competition; separate prizes for web game - 9 big prizes
CREATIVE CONTEST for grand prize -Merceds Benz E-Class, 2 prizes
announcement
REGISTER & WIN: daily, weekly, monthly and bi-monthly drawings of valuable prizes; entry level - 1 code; ~ 1 700 prizes
IL SEGMENT ACTIVITY :
6 big national actives, all started in Q2 2010
2 connected with football (FIFA)
combination of “collect & get” + “collect & win” mechanics is the most repeated
5 brands use t-shirts or glasses
in 5 cases 1 code is an entry level for big prize drawings 2 brands open Redemption Centers there are more opportunities via web in ½ cases
HIGHLIGHTES:
BENCHMARKS:
Tuborg GreenFest & Bavaria racing we consider to be the most PR-able
Holsten is the only example of true premium and smart approach
Heineken must find it’s one way to break the clutter
I admire greatness and in football, UCL represents the
greatest games. Heineken, being
the sponsor, helps me raise my viewing experience in the “only
Heineken can do it” way
THE BRIEF:
THE IDEA:
STADIUM is a center of BIG football wins and AMAZING goals, MAGNET for FANS, CHAMPIONS’ place of birth
Heineken CHAMPION STADIUM is full of best UCL football EXPERIENCE, the place of meeting with FAMOUS football star, the WORLD of exciting opportunities
TAKE YOUR PLACE!
HEINEKEN CHAMPION STADIUM
TAKE YOUR PLACE!
REGISTER THE CODE AND TAKE YOUR PLACE ON
HEINEKEN CHAMPION STADIUM! FAMOUS FOOTBALLER CHOOSE 20 WINNERS WHO WILL GET TO
UCL FINAL in LONDON or MADRID! ENTER www.ucl.heineken.ru AND OPEN THE WHOLE STADUIM OF POSSIBILITIES AND PRIZES !
KEY COPY:
WITHIN 1 REGISTERED CODE VIA SMS OR WEB EACH PARTICIPANTS TAKES HIS SEAT/PLACE AT HEINEKEN CHAMPIONS STADIUM
LIKE IN REAL LIFE IT HAS ENTRACE SECTORROW
SEAT
EACH WEEK FAMOUS FOOTBALLER CHOOSE 2 GRAND WINNERS OF THE WEEK IDENDIFING THE LUCKY SEATS
FAMOUSE FOOTBALL STAR”ll CHOOSE 20 WINNERS
HUGE PR HOOK
CAPMAIGN AWARNESS AMONG UCL FANS AND HEINEKEN LOVERS
IDEA TITLE AND SUBTITLE
HEINEKEN CHAMPION STADIUM. TAKE YOUR PLACE!
KEY COPY
REGISTER THE CODE AND TAKE YOUR PLACE ON HEINEKEN CHAMPION STADIUM! FAMOUS FOOTBALLER CHOOSE 20 WINNERS WHO WILL GO TO UCL FINAL in LONDON or MADRID! ENTER www.ucl.heineken.ru AND OPEN
THE WHOLE STADUIM OF POSSIBILITIES AND PRIZES !
IDEA EXPRESSION
10 TRIPS TO LONDON
10 TRIPS TO STAR FINAL
FAMOUS FOOTBALLER
CHOOSE GRAND WINNERS WEEKLY
“HEINEKEN CHAMPIONS STADIUM” HAS MULTIPLE MEANING
3D FINAL AT CINEMAS
ACTIVATIONS AT 3 FOCUS CITIES
VIRTUAL TICKET
FOR EACH REGISTRATION
WEB STADIUM
OF CONTENTEXPERIENCEAND PRIZES
STADIUM OF PRIZES
> 10 000 ITEMS OF PRIZES
NATIONAL COLLECT & WIN MECHANIC
HOW TO PARTICIPATE
find unique code on-pack
register 1 code via sms or internet and enter grand prize drawings
collect 5, 10 or 15 codes and enter daily and weekly drawings
IDEA ACTIVATION
PR / SOCIAL MEDIA
based on famous footballer integration
WEB STADIUM
place of consumersinteraction,
especially fans
TABLE FOOTBALL TOURNAMENT
on-trade & off-trade in 3 focus cities; winners get 3D
football experience
3D FINAL IN CINEMAS
3 focus cities winners of on-trade & off-trade activations
Bottle-opener
collect 5 codes & win
collect 15 codes and win
headphoneskeychains berdikel fan pillow
USB flashcooler bag towel footaball web-camera
watch beer delivery mp3 stand for beer chair
collect 10 codes & win
customized T-Shirt
register 1 code and win
table football
10 x UCL FINAL LONDON 10 x STAR FINAL
NATIONAL LEVEL / prizes accessible on web
collect 5 codes & win
collect 15 codes and win
collect 10 codes & win
register 1 code and win
10 x UCL FINAL LONDON 10 x STAR FINAL
NATIONAL LEVEL / option 2 NATIONAL LEVEL / prizes accessible via sms
web-camera
customized T-Shirt
watch
PR & SOCIAL MEDIA
CAMPAIGN AWARENESS will be driven via allowing consumers to upload most of the described activities to their statuses, their walls, or avatars
CAMPAIGN
PARTICIPATIONWill be driven by a FB module allowing consumers to register codes, design their UCL t-shirts, and enter the prize drawing right on their FB page
WEB STADIUM / STADIUM OF PRIZES
Lets step aside for a few minutes and
Imagine the Heineken CHAMPION stadiumWhere most of the football lovers’ interests are coveredYou can feel them, taste them, play with them, and by
doing so, win lots of unique «only Heineken can offer» prizes by collecting codes
All national level prizes could be found there
THE HEINEKEN CHAMPION STADIUM:
LOCKER ROOM:
WIN YOUR UCL T-SHIRT: chose design & the name to put on it & your fav number & get chance to win
LEAVE / REVIEW COMMENTS TO YOUR FAV PLAYERS“Руни, твою дивизию, давай играй уже! Снимись с ручника!”
RE-POST YOUR MESSAGES TO YOUR FB/TWITTER
BROWSE THROUGH THE SELECTION OF SUPERB PRIZES
COLLECT CODES & WIN ANY OF THEM!
MARK THEM AS «I LIKE» TO UPDATE YOUR FB STATUS
THE UCL FAN STORE:
THE BOOKMAKERS’ OFFICE:
CHOOSE THE GAME & TEAM believe will win SAY: WIN/LOOSE/OR DRAWREGSTER XX CODESSHOULD YOU BE RIGHT – GET YOUR CODES X10-PLIED
AND SPEND THEM IN
THE UCL SHOP
YOUR OPINION IS UPDATED TO YOUR
FB PAGE
HEINEKEN BAR:
COLLECT CODES AND WIN many bar prizes
OR ICE COLD HEINEKEN BEER DELIVERYto your door exactly for the start of your favorite match
LIMITED EDITION HEINEKEN TABLE FOOTBALL be one of the 10 lucky ones to get it
CHAT WITH MANY OF THE FOOTBALL CELEBRITIESEnter 5 codes to participate in a sessionEach session lasts a weekWe will have a different celebrity every 2 weeksGusev, Sluckiy, etc.No questions will remain unansweredPre-moderated
OR COMMUNICATE WITH OTHER STADIUM GUESTSNo code registration necessary
WIN TIME to be spent IN A COMMENTATOR BOOTH During one of the UCL matches
PRESS CONFERENCE CENTER:
WIN ONE OF THE 10 TRIPS TO
THE STAR FINALOR WIN ONE OF THE 10 TRIPS
TO THE FINAL GAME IN LONDONJust type in 1 code to enter
OR WIN ONE OF THE hundreds
tickets to 3D FINAL GAME in your city (Moscow, Spb, Ekat)
TICKET OFFICE:
CUSTOMIZE A RINGTONE AND SEND TO A FRIEND Gusev or other famous commentator: «Ivan is making a break through the several defenders, shoots, and … Goaaaaaaal”
FAN COMMENTARYListen to it online as you watch the game on TV
TWITTER AND WEB FEED BY FANS FOR A SPECIFIC GAMESee what others have to say right at this second
BROWSE THROUGH THE AUDIOS OF THE MOST GLORIOUS GOALS IN UCL HISTORYDownload them as ring tones
COMMENTATOR BOOTH:
IPHONE APPS / OPTIONAL
HEINEKEN offers you the full scope of the fans’ arsenal. The drums, the rattles, the
maracas, the pipes, voovoozelas, … you name it.
Its silly to collect them at home. They would eat a lot of
space, and drive people mad.Now HEINEKEN provides it all for you in your iphone….
IPHONE APS: THE FANS ARSENAL
Выбрать свой аксессуар
болельщика.
Настроить выбранный инструмент:
громкость/тональность.
Использовать настроенный
инструмент во время
просмотра игр чемпионата.
Болей дома! Жим на кнопку -
выражай эмоции.
Посмотреть на интерактивной
карте расписание игр чемпионата и
точки спонсорской
ивент- активности Heineken.
IPHONE APS: THE FANS’ ARSENAL
An application allowing anyone to become the 12th player of one’s favorite team
IPHONE APS: THE 12th PLAYER
Выбрать шаблон формы .
Собрать из элементов
форму любимой команды.
Написать на ней фамилию
(свою/игрока/друга).
Сделать/выбрать
фотографию себя или своих
друзей.Внедрить ее в коллаж с
созданной формой игрока.
Картинку сохранить: назначить картинкой
звонка, опубликовать в
социальных сетях, отправить
по почте/смс.
Посмотреть на интерактивной
карте расписание игр чемпионата и
точки спонсорской
ивент- активности Heineken.
IPHONE APS: THE 12th PLAYER
3D FINAL AT CINEMAS / OFF & ON-TRADE ACTIVATIONS
THE FIRST PROPER TABLE FOOTBALL CHAMPIONSHIPWith a refereeAnd even fans to support youConsiderable money prize
INVOLVE MAX PARTICIPANTS VIA
SIMILAR IPAD GAMEA STANDARD SCRATCH CARD MECHANIC = BUY HEINEKEN, GET A CARD, SCRATCH IT, WIN PRIZES
KEY PRIZES – TICKETCS TO 3D FINAL
HORECA & KA / focus cities:
3D football viewing experience:
IN 3 KEY CITIES
WIN TABLE FOOTBALL CHAMPIONSHIP IN YOUR CITY AND GET YOUR SEAT / PLACE
BEYOND THE WEB
WHAT ABOUT A SO-CALLED “MAIN STREAM USER”?
BEYOND THE WEB:
Want to win trip to the UCL Final in London? Send code to XXXX! Rules, conditions and thousands of prizes at www.ucl.heineken.ru
Want to win trip to the UCL Final in London? Find more at www.ucl.heineken.ru
OPTION
MECHANIC LEGAL
1. The lottery we propose is doable
2. As a plan B we can take “each X, XX wins approach”
MECHANIC > LEGAL
KPI
KPI 2011
every 3 unique participant, has a chance to win
every 34 registered code gives chance to win a prize
Split by prizes
Prizes 5 POP 10 POP 15 POP # of T-
shirts (5 POP )
10 trips to London (1
POP )
10 trips to the Star Final (1
POP )
Total
# of prizes 4500 3150 1350 1000 10 10 10 020
Share 45% 31% 13% 10% 0,1% 0,1% 100%
# of bottle with a winning codes
22500 31500 20250 5000 10 10 79 270
Unique Codes Registration
KPI 2010
# promo-pack 17 000 000
response rate (codes) 2%
Response rate (participants)
34 000
# of outlets in HoReCA tbd
Av # of points (codes ) per participant during the program
10
SCHEDULE OF PRIZES
7 8 9 10 11 12 13 14 15 16 1710 trips to London tbd 1 POP weekly 1 1 1 1 1 1 1 1 1 10
10 trips to the Star Final tbd 1 POP weekly 1 1 1 1 1 1 1 1 1 10
T-shirt 1 200,00∂. 5 POP dayly 100 100 100 100 100 100 100 100 100 1000
category prize A 320,00∂. 5 POP dayly 450 450 450 450 450 450 450 450 450 4500
category prize B 700,00∂. 10 POP dayly 315 315 315 315 315 315 315 315 315 3150
category prize C 1 350,00∂. 15 POP dayly 135 135 135 135 135 135 135 135 135 1350
10020
Total av.price per
prizePrizes AprilMarchFeb
periodicity of drawing of lottery
450
315
135
# of POP
1
# week
1
100
Schedule of drawing prizes
REGISTRATION CHANNELS
we can use Hot Line for registration promo participants
Split by Registration Channel
Internet SMS Total60% 40% 100%
204 000 136 000 340 000
Internet SMS Total # SMS inform
32% 68% 100% 4624010 880 23 120 34 000
Hot Line
Incoming calls total (%) Incoming calls (#) # of daysincoming calls
per day
45% 15 300 70 219
Hot-Line Forecast (incoming)Traffic forecast (IVR-start) February March April (IVR-finish) Total
5 100 5 100 5 100 15 300300 500 800
17 850 17 850 17 850 53 550
Hot Line
# of redeemed codes
Presumed number of connections (operators) - 24/7Presumed number of connections (IVR) (äëèòåëüí î ñòü IVR -1
Presumed number of minutes (3,5 minutes)
# of unique participants
APPENDIX Q&A
