Heineken • Out-Of-Home Matches
2024 • DOOH • Alcoholic drinks - beer • Brazil • LATAM
Heineken did Out-Of-Home Matches, turning OOHs into giant screens to broadcast UWCL games and creating visibility for women's football in Brazil.
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The big idea of the campaign was to tackle the lack of visibility and investment in women's football by Heineken, transforming its media budget into visibility for the UEFA Women's Champions League. This was achieved by turning over 3,500 Out-Of-Home displays into giant screens broadcasting UWCL matches in 13 cities in Brazil, creating a new social occasion around women's football and gaining the attention of major media outlets.
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The challenge of this campaign was to increase visibility and interest in women's football, specifically the UEFA Women's Champions League, in Brazil where the sport struggles with limited media coverage and investment compared to men's football. Heineken aimed to tackle the disparities within the sports community by transforming its media budget into visibility for women's football, ultimately influencing major media outlets to start broadcasting UWCL matches in the country.
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The target group of the campaign was football fans in Brazil, particularly those who engage with men's football but may not be aware of or have access to women's football matches like the UEFA Women's Champions League (UWCL). By leveraging the common Brazilian behavior of watching football matches on screens, the campaign aimed to bring visibility to women's football and confront the disparities within the sports community by increasing viewership and interest in UWCL matches.
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The "Out-Of-Home Matches" campaign by Heineken in Brazil successfully reached over 25 million people and generated 47.2 million impressions.
The initiative led to $52 million in Earned Media and saw a significant increase in traffic for DAZN by over 35%. Additionally, more than 280 bars started streaming the UWCL after participating in the trade program, resulting in a 72% increase in Heineken sales during the matches.
The campaign also played a pivotal role in increasing visibility for women's football, with major media outlets taking notice. As a result, TNT began airing the UWCL in Brazil for the first time in over 20 years.
Overall, the campaign not only promoted gender equality in sports but also helped Heineken enhance its brand differentiation by 15 percentage points and solidify its leadership position in the market, as indicated by Kantar's attribute analysis.
