Heineken Brief UCL2017

HEINEKEN UCL CHANNEL ACTIVATION 2017 TOP LINE PROPOSAL AGENCY BRIEF 01 BRIEF OBJECTIVE 02 BACKGROUND INFORMATION………………… 2.1 LOCAL BACKGROUND………………………… 2.2 CONSUMER INSIGHT………………………… 2.3 CAMPAIGN IDEA……………………………… 2.4 CAMPAIGN 360………………………………… CONTENT 03 13 TOP LINE PROPOSAL CHANNEL ACTIVATION………………………… 3.1 OBJECTIVE……………………………………… 14 3.2 TIMELINE………………………………………… 15 3.3 BASIC SCHEME………………………………… 16 3.3 BUDGET………………………………………… 17 04 REQUIREMENT…………………………………… 18 05 OTHER RESOURCES……………………………… 20 06 CONTACT………………………………………… 21 BRIEF OBJECTIVE TOP LINE PROPOSAL BRIEF OBJECTIVE WHAT WE WANT BACKGROUND INFO CHANNEL ACTIVATION REQUIREMENT CONTACT THROUGH THIS BRIEF, HEINEKEN HANOI AIMS TO: • Choose one outstanding agency to plan and execute Heineken UCL Channel Activation in both On and Off Channels with perfect quality of execution • Help agency have a clear understanding of the campaign and come up with out-of-the-box ideas for the activation • Provide resources for the pitching session BACKGROUND INFO TOP LINE PROPOSAL BRIEF OBJECTIVE LOCAL BACKGROUND BACKGROUND INFO • REQUIREMENT CONTACT In Vietnam, UEFA Champions League is considered the best annual football competition in the world thanks to the participation of world-class players and world-class teams UCL PERCEPTON • CHANNEL ACTIVATION UCL DRAW BACK IN VN The pinnacle of world-class football because only the The broadcast time is quite late (1.45AM in winter and 2.45AM best teams can play in the annual tournament in summer) due to VN – Europe time differences of the More sustainable impact than the World Cup and UEFA matches Euro, which only happen every four years It takes passion for the game to stay up and watch HEINEKEN'S ROLE Since 2014, Heineken has successfully leverage the UCL global platform in Vietnam and bring the Vietnamese consumers worldclass football experience Next year, with the success of Trophy Tour 2016, The Trophy tour will return to Vietnam for second times in years and we will create a bolder & bigger football experience that has yet to be seen in Vietnam BRIEF OBJECTIVE CONSUMER INSIGHT BACKGROUND INFO CHANNEL ACTIVATION REQUIREMENT CONTACT TARGET CONSUMER UNDERSTANDING Who: Male, living in key cities Aged 25 – 40 Football lovers What : Drink at least 01 premium beer at least twice per month Their beer brands include : Heineken, Budweiser, Truc Bach, Sai Gon Special Where & When: Premium beer club, Sport Bars, Top Quan nhau; Top Bia hoi; Prem restaurants : after work, before match night Home : take away for friends gathering & football viewing or self-viewing CONSUMER BEHAVIOUR SHIFT From: I browse the store/drink beer but ultimately stick to the brand I usually buy for watching UCL because there’s nothing about Heineken that’s different or exciting, and I might not even see it To: I choose Heineken because it captured my attention in-store/at bars and convinced me that it’s the beer for watching UCL and enhancing my match experience BRIEF OBJECTIVE BACKGROUND INFO CHANNEL ACTIVATION REQUIREMENT CONTACT CAMPAIGN IDEA The Champion the Match campaign was introduced in 2014/15 Based on its success, this idea continues as the ATL & BTL activation for the 2016/17 season MOTW doesn’t just watch the match, he champions it! He knows exactly how to orchestrate all the ingredients that go into the perfect UCL match night He takes the lead, he gathers people around him, he inspires them with his mission, he’s inventive in overcoming the obstacles in his way, and he understands that the best football in the world deserves the best beer in the world As a result, he makes the most of match night for everyone Heineken encourages and enables MOTW to make their match-viewing even more legendary than it already was *MOTW: Men Of The World BRIEF OBJECTIVE BACKGROUND INFO CHANNEL ACTIVATION REQUIREMENT CONTACT CAMPAIGN 360 TVC PR/DIGITAL TROPHY TOUR OOH CHANNEL ACTIVATION BRIEF OBJECTIVE CAMPAIGN 360 BACKGROUND INFO CHANNEL ACTIVATION REQUIREMENT CONTACT TVC: THE PREP TALK CORE CREATIVE IDEA: Instead of motivating the team, a coach TVC inspires fans all over the world to prepare for Champions League matches make them the best possible, no matter the obstacles Our star global TVC features coach Jose Mourinho (manager of MU and one of the greatest & most successful manager in the world) … And is directed by world-class film director Guy Ritchie Link video 10 BRIEF OBJECTIVE CAMPAIGN 360 BACKGROUND INFO CHANNEL ACTIVATION REQUIREMENT CONTACT TROPHY TOUR Heineken has exclusive rights & access to the Trophy for all territories outside Europe (for the period March/April 2017) •The 2016 Trophy Tour was a big hit To ensure consistency with the over-arching “Champion the Match” campaign, the Trophy Tour idea for 2017 will be ‘Champion the Trophy, the world’s first fan-powered Trophy Tour’ •The Trophy Tour works well within a local topspin and as an accelerator for the UCL campaign The strategy to involve fans delivered some great ideas, so this will be continued, along with another key element, the Trophy video encounter: instead of a photo, fans can record a short video, topped and tailed with live football commentary and cheering, which they can then share on their social media channels Link – Link 11 BRIEF OBJECTIVE CAMPAIGN 360 BACKGROUND INFO CHANNEL ACTIVATION REQUIREMENT CONTACT CONSUMER INSIGHT MOTW knows that the UCL is worth a little thought and effort to make the experience great for him and his friends – both for matches night and the Trophy Tour STRATEGY Heineken stimulates MOTW to make the most of the Trophy Tour, by challenging them to get involved rather than just showing up -> Fan-powered Trophy Tour From just Grip & Grin to Immersive 12 Experience CHANNEL ACTIVATION TOP LINE PROPOSAL 13 BRIEF OBJECTIVE BACKGROUND INFO CHANNEL ACTIVATION REQUIREMENT CONTACT OBJECTIVE CAMPAIGN OBJECTIVE • CHANNEL ACTIVATION OBJECTIVE To protect the leading position of Heineken as a TOM & most • preferred premium beer brand in Q2 after a peak in Festive season • To recruit competitors’ drinkers who are UCL/football fans but not To proudly confirm the leading premium beer brand position in the market • To recruit competitors’ drinkers and help them enjoy the UCL season regularly choose Heineken to buy & drink during 2016/17 UCL with a perfect serve of Heineken, thus drive conversion and increase season by changing their belief that Heineken is “just another the presence of Heineken in consumers’ repertoire sponsor” that doesn’t offer anything different & isn’t relevant for the UCL match night occasion • To bring Heineken drinkers the immersive experience of UCL that no other brands could offer ON-CHANNEL Big Activations/Mini Events • 10 key outlets in Hanoi, in Haiphong with OFF-CHANNEL PG Roving • Scale: 400 outlets in Northern Vietnam (200 chances to get tickets to Trophy encounter Hanoi, 50 Hai Phong, 50 Quang Ninh, 50 & Exclusive Meet & Greet with a famous Vinh, 50 other provinces), visits/1 outlet footballer • Trophy Visit • visit for one chosen supermarket in Hanoi Type of outlets: Top Quan Nhau, Top Bia Hoi, Beer Club, Sport Bar, Premium Restaurant 14 BRIEF OBJECTIVE MAR TIMELINE BACKGROUND INFO CHANNEL ACTIVATION APR REQUIREMENT CONTACT MAY 15/3 - 10/6: COMS 17 - 18/4: Trophy Tour in HN & HP 3/6: Final Phase 1: 15/3 - 20/4 Phase 2: 1/4 - 30/5 Big activation/Mini events PG Roving Conducted by Agency Lengthen campaign impact Utilize Peak/hot matches to talk to consumers Conducted by Heineken Hanoi ON OFF Trophy visit Shopping mall Promotion in MT & KA (win LED TV) UCL PROMOTION : Ecommerce VISIBILITY (MT & GT) 15 BRIEF OBJECTIVE BASIC SCHEME- BACKGROUND INFO CHANNEL ACTIVATION REQUIREMENT BIG ACTIVATION – ON CHANNEL Number of Big Activations: 12 CONTACT GAME TO COLLECT PHONE NUMBER - Scheme: Agency propose In general, consumers will - Location: 10 key outlets in Hanoi, Haiphong send a message to a Tel center to join in a lucky - Program: Agency to propose: must be related with football/ UCL draw whose result will be communicated at the end theme of the campaign - Engagement/ Promotion mechanic : agency to propose (including - Premiums: 10 Smart TVs game to collect phone number) - Premiums: Agency propose PG ROVING – ON CHANNEL TROPHY VISIT- SUPERMARKET/SHOPPING MALL - Number of outlets: 400 - Location: Hanoi, Hai Phong, Quang Ninh, Vinh, some other provinces in Nothern Vietnam - Number of visits per outlet: - Number of PGs per team: - Number of outlets per night per team: - Promotion mechanic : Agency propose ((including game to collect phone number): should be simple, easy to execute & potential to generate volume / conversion - Premiums: Agency propose - Venue : 01 premium shopping mall in Hanoi belongs to Vingroup & having Vinmart inside - Entertainment Requirements : Only dancers for introducing ambassador/ Trophy - Venue Visibility Set up : Stage, Sounds, Lighting 16 BRIEF OBJECTIVE BUDGET BACKGROUND INFO CHANNEL ACTIVATION REQUIREMENT CONTACT TOTAL BUDGET: VND 2.900.000.000, including: - All activation productions and operation costs (Big Activations, Mini-Events, PG Roving for On-Channel, Trophy Visit at shopping mall for Off-Channel, space renting, merchandising activities…) - Premiums (agency proposes list of premiums for Heineken Hanoi to choose from).: with varied range of value from VND 10K ++ 17 REQUIREMENT TOP LINE PROPOSAL 18 BRIEF OBJECTIVE BACKGROUND INFO AGENCY’S PROPOSAL REQUIREMENT • Clear content and executional plan • Proposal of branding, decoration and merchandise if necessary • Licensing plan with detail timeline • Safety and security plan: Sufficient security and risk • Detail timeline to meet deadline • Proposed KPI management • Budget allocation • All requirement should be presented with KPI CONTACT AGENCY’S REQUIREMENT • Good experience with premium brands campaign and events • Expertise in planning, producing and executing monthslong activities • management plan, crowd control and traffic control of pre-during-post event evaluation REQUIREMENT CHANNEL ACTIVATION Attention to detail in proposing, managing, executing activities to meet Heineken’s high standard • Have a strong connection with authority to secure the license for all aspects of the event • Being active and flexible in handling on-site incidents should they happen • Expert in recruit and managing PGs 19 OTHER RESOURCES Key Visuals of Heineken UCL (Unofficial) Link TOP LINE PROPOSAL 20 THANK YOU TOP LINE PROPOSAL 22 ... CONTACT………………………………………… 21 BRIEF OBJECTIVE TOP LINE PROPOSAL BRIEF OBJECTIVE WHAT WE WANT BACKGROUND INFO CHANNEL ACTIVATION REQUIREMENT CONTACT THROUGH THIS BRIEF, HEINEKEN HANOI AIMS TO: • Choose... season regularly choose Heineken to buy & drink during 2016/17 UCL with a perfect serve of Heineken, thus drive conversion and increase season by changing their belief that Heineken is “just another... usually buy for watching UCL because there’s nothing about Heineken that’s different or exciting, and I might not even see it To: I choose Heineken because it captured my attention in-store/at bars