Heineken: The Negotiation

This case study explains how Heineken, the beer brand, used its UEFA Champions League sponsorship, and a viral video, to increase brand affinity in Thailand and Indonesia.

Heineken: The Negotiation

Felix Pels

Campaign details

Brand owner: Heineken Asia PacificLead agency: TEQUILA\Singapore (TBWA)Brand: HeinekenCountry: Indonesia and ThailandIndustry Beers, lagers, stouts, ciderChannels used: Earned media, buzz, Social mediaMedia budget: Up to 500k

Executive summary

Heineken highlighted its UEFA Champions League sponsorship in Thailand and Indonesia by secretly pitting men's desire for tickets to the final against their partners' dominance in home-furnishing decisions.

Heineken and Tequila wanted to get people in Indonesia and Thailand talking about Heineken's UEFA Champions League sponsorship: the goal of this campaign was...

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