Heineken is showing what a real soccer fan could do to see the UEFA Champions League final match at Wembley in person. The beer brand has released the latest addition to its “Road to the Final” global campaign, an action-packed commercial, “The Final,” that celebrates boldness, charm and imaginative approach of a guy who makes his way to the long-awaited important soccer event.
Heineken’s new spot by Wieden+Kennedy Amsterdam obviously shares the «Man of the World’s» spirit. In the first scene of the spot, the protagonist receives a ticket to the UEFA Champions League Final, one of the most prestigious soccer events, but the problem is the guy is on the other side of the world, in Rio de Janeiro, and the match takes place in London. Being quick off the mark, he grabs the ticket and two bottles of Heineken and rushes to the UK, overcoming all the obstacles in his way. The love for soccer helps him find a common language with a variety of eccentric characters who help him during the “nail-biting race against the clock.” His epic 48-hour journey, set to the energetic Russian song Kalinka, culminates at a pitch side seat at Wembley. The protagonist finally takes his lands next to his girlfriend and enjoys the spectacular kick-off.
The promotion also includes the “Heineken Champions” application on the brand’ Facebook page, which offers fans an opportunity to test how deft their fingers are. The pinball game, inspired by the scene at a custom office from the commercial, invites players to strike a ball between two Heineken bottles using a keyboard. Users can share their scores and play to compete with their friends on Facebook. They can also compete against Heineken ambassadors including four times UEFA Champions League winner Clarence Seedorf.
During the SemiFinals, fans will be invited to engage with Seedorf as part of the Twitter branch of the campaign and respond to challenges in an original way for a chance to receive prizes. Heineken will reward 250 lucky fans with tickets to the UEFA Champions League Final in Wembley and this year’s Star Final VIP viewing event, in Ibiza.
«We are delighted to launch the next stage of the ‘The Road to The Final’ campaign with this new TVC. UEFA Champions League fans who enjoy our brand are intelligent, quick witted and worldly people so we have crafted a campaign that they will enjoy being part of,” commented Hans Erik Tuijt, Heineken’s Global Activation Director. “We aim to inspire UEFA Champions League fans watch the advert, engage with the brand—play the digital game, Tweet Clarence Seedorf and come to Heineken events. If they do this then they might get the chance to see the Final in a uniquely Heineken way, whether it’s at Wembley or even Ibiza.”