Category

Award

2009 Direct & Sales Promotion

STADIUM OF DREAMS

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ClientTHAI ASIA PACIFIC BREWERY
ProductHEINEKEN
EntrantLEO BURNETT & ARC WORLDWIDE THAILAND Bangkok, THAILAND
Type of EntrySales Promotion
CategoryNew Product Launch/Re-launch
TitleSTADIUM OF DREAMS
Product/ServiceHEINEKEN
Entrant Company:LEO BURNETT & ARC WORLDWIDE THAILAND Bangkok, THAILAND
DM/Advertising Agency:LEO BURNETT & ARC WORLDWIDE THAILAND Bangkok, THAILAND
Credits
Name Company Position
Keeratie Chaimoungkalo Leo Burnett & Arc Worldwide Thailand Executive Creative Director
Sompat Trisadikun Leo Burnett & Arc Worldwide Thailand Executive Creative Director
Sanpathit Tavijaroen Leo Burnett & Arc Worldwide Thailand Creative Director
Sanpathit Tavijaroen Leo Burnett & Arc Worldwide Thailand Art Director
Narudol Karadist Leo Burnett & Arc Worldwide Thailand Art Director
Chairat Cheerunpong Leo Burnett & Arc Worldwide Thailand Art Director
Chanwit Nimcharoen Leo Burnett & Arc Worldwide Thailand Copywriter
Patcharaporn Lhuengusakul Leo Burnett & Arc Worldwide Thailand Copywriter
Pitiporn Jutisiriwatana Leo Burnett & Arc Worldwide Thailand Account Management Director
Purita Usnabhiraks Leo Burnett & Arc Worldwide Thailand Account Director
Veevit Teotrakoon Leo Burnett & Arc Worldwide Thailand Account Executive
Kittanate Piriyakarnsakul Leo Burnett & Arc Worldwide Thailand Account Executive
Sarawut Lertkittipaporn Leo Burnett & Arc Worldwide Thailand Producer
Jirateep Sangsuwan Leo Burnett & Arc Worldwide Thailand Producer
Sompetch Nuntasinlapachai Leo Burnett & Arc Worldwide Thailand Producer

Describe the brief from the client:

Heineken wants to promote their great sponsorship with UEFA Champions League 2009 by launching a Heineken UEFA special edition can that will record the final score as part of the design.

Creative Execution:

We let consumers play a part in building this historic stadium via our micro site, by letting them place a Heineken can on any spot they desired. The 226,371 cans that were placed on the website were located at the exact same location on the real Stadium of Dreams. Thousands of people gathered to witness each round of live matches every week. Up until the final result on 27th of May, two goals happened in the match were recorded on our new edition can in the end.

Describe the creative solution to the brief/objective.

Instead of selling the can after the match end as with other ordinary sponsorship products, We started the sale a few months earlier. By building The Stadium of Dreams we made this new edition can launch more exciting. The idea was of a gigantic live football Stadium made of Heineken special edition cans, but these cans would be without the score printed on the back in order to let consumers witness the final score on this new can.

Describe the results in as much detail as possible.

This Heineken UEFA special edition launch made history in Thailand. With our sales grew more than 135% and we gained an enormous amount of media attention and were. Millions of special edition cans were sold out during the first two weeks, mostly bought by Barcelona fans.