Heineken today has announced the launch of its new campaign for the forthcoming 2011/12 UEFA Champions League season, titled ‘Legendary Football’. The campaign is centered on two new films featuring UEFA Champions League legends. The films are showcasing combined artistry of both the UEFA Champions League and Heineken, the world’s leading premium beer brand.
Starring five celebrity footballers, Gianluigi Buffon, Rene Adler, Patrick Vieira, Clarence Seedorf and Ruud Van Nistelrooy, Heineken’s ‘Legendary Football’ aims to highlight the ‘magical moments’ that UEFA Champions League and football legends create.
Cyril Charzat, Global Brand Director at Heineken, said: “As a long-term partner of the UEFA Champions League, Heineken understands the magic of the tournament and the masterpiece moments which make it so special. Legendary Football captivates the excitement of the very best that club football has to offer and the enjoyment of these high standards is something that Heineken has in common with football enthusiasts”.
Photo and video: Opera’ TV spot‘
There are two TV ads, supported by a series of break ‘bumpers’ that will be broadcast in over 180 countries worldwide. The first one titled ‘Opera’ shows a compelling moment as Seedorf lines up to take a shot at Buffon, filmed in the historical European opera house. The second video, ‘Pantheon’, takes place on an ancient Roman gladiatorial ring, where Vieira and Van Nistelrooy compete to win a header at Adler’s goal.
The campaign will set in motion various digital platforms and will include a series of humorous adaptations as well as behind the scenes footage.
A new interactive digital game, StarPlayer, launched by Heineken last April will take part in the ‘Legendar Football’ as Heineken will be running a number of leagues throughout the season with exclusive prizes on offer to winning players. Other Heineken offerings will include VIP Back Stadium Passes and the UEFA Champions League Trophy Tour, both giving fans the opportunity to experience Legendary Football during the season.
Heineken International is to sponsor the UEFA Champions League until the end of the 2014/15 season. This partnership has a crucial role in the beer brand’s global sports sponsorship strategy.