Heineken consulting
Client: Heineken
Agency: Fast Track
Overview / Objectives
- Continue to provide strategic consulting/planning and PR execution after the successful Rugby World Cup 2007 campaign
- Reinforce Heineken’s position as the pre-eminent beer brand in rugby union
- Deliver a premium experience to Heineken’s target market through their media consumption
Strategy / Solution
- Build on a strong Rugby World Cup for Heineken, and further develop new media systems for launch at start of 08/09 season
- Drive a brand new grass roots rugby tournament staged nationally at key rugby clubs in the UK called the Heineken 10’s
- Develop strong media partnerships based on clear targeted media segmentation and generate further brand loyalty
Results
- Commercially most successful Rugby World Cup tournament to date with a cumulative TV audience of 4.2 billion viewers
- Heineken as most frequently recalled sponsor of the RWC 2007 overall
- A national print partnership with The Observer through the Heineken Cup 2007/08 – gaining 12 Heineken branded features
- A complete redesign and re-launch of www.heinekencup.com, becoming HeinekenRugby.co.uk
