Heineken consulting

Agency: Fast Track
Client: Heineken
Tagged in: Sponsorships

Overview / Objectives

  • Continue to provide strategic consulting/planning and PR execution after the successful Rugby World Cup 2007 campaign
  • Reinforce Heineken’s position as the pre-eminent beer brand in rugby union
  • Deliver a premium experience to Heineken’s target market through their media consumption

Strategy / Solution

  • Build on a strong Rugby World Cup for Heineken, and further develop new media systems for launch at start of 08/09 season
  • Drive a brand new grass roots rugby tournament staged nationally at key rugby clubs in the UK called the Heineken 10’s
  • Develop strong media partnerships based on clear targeted media segmentation and generate further brand loyalty

Results

  • Commercially most successful Rugby World Cup tournament to date with a cumulative TV audience of 4.2 billion viewers
  • Heineken as most frequently recalled sponsor of the RWC 2007 overall
  • A national print partnership with The Observer through the Heineken Cup 2007/08 – gaining 12 Heineken branded features
  • A complete redesign and re-launch of www.heinekencup.com, becoming HeinekenRugby.co.uk

Cases