HEINEKEN CHAMPIONS CUP

Heineken launched a new campaign called “Love Rivalry” as Dublin gets set to host the Heineken Champions Cup Final in the Aviva Stadium on May 20.

The strategy was split into three phases which consisted of: shining a spotlight on Heineken, capturing the audience while they were in a consumption environment and developing Heineken’s brand fame by igniting the rivalry between competing teams.

The biggest and boldest part of the campaign was having a Leinster supporter etch “Never too late to turn the plane around ROG!” into the ground on the flight path into Dublin Airport which could be viewed from 30,000 feet in the air.

There was a broader awareness campaign in the lead up to the big games, fans were invited to send their most annoying voice messages to their rivals via the Love Rivalry website. All messages were collated and blasted through ‘Love Rivalry’ audio billboards on game day in their rival team’s city across Ireland and further afield in Durban, South Africa.