COLISEUM by J. Walter Thompson Italy for Heineken

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COLISEUM

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Italy
Agency J. Walter Thompson Italy
Executive Creative Director Alberto Citterio, Pietro Maestri
Creative Director Bruno Bertelli, Pietro Maestri, Flavio Mainoli, Cristiana Boccassini, Christian Gancitano, Paolo Cesano
Art Director Chiara Carsaniga
Copywriter Danilo Fragale
Released April 2009

Credits & Description

Category: Corporate Information
Advertiser: HEINEKEN ITALIA
Product/Service: BEER
Agency: JWT ITALIA
Date of First Appearance: Apr 27 2009 12:00AM
Entrant Company: JWT ITALIA, Milan, ITALY
Executive Creative Director: Pietro Maestri (JWT Italia)
Creative Director: Bruno Bertelli (JWT Italia)
Creative Director: Cristiana Boccassini (JWT Italia)
Art Director: Chiara Carsaniga (JWT Italia)
Copywriter: Danilo Fragale (JWT Italia)
Account Manager: Giada Salerno (JWT Italia)
Creative Director: Christian Gancitano (MadEvents)
Media Planner: Michela Lingiardi (MC&A MediaVest)
Media placement: Press - Newspapers, Sport Magazines - 27 April 2009
Media placement: Outdoor - Rome - 27 April 2009
Media placement: Installation - Termini Train Station In Rome - 1 May 2009

Results and Effectiveness
The Heineken Coliseum obtained worldwide press coverage. The Coliseum fans opened a Facebook page where posted all the photos near the installation. There was a request boom of Heineken “Limited Edition Finale Roma 2009” bottles in bar.

Creative Execution
To entertain all the fans arrived in Rome for the UEFA Champions League final we choose to use in an unexpected way the real symbol of Rome: The Coliseum. In this way we celebrated at the same time the unique special edition bottle and the unique event, signed by the message: “27th May 2009. History was made in Rome”. Inside Termini Station we positioned an installation that reproduced the antique Romans arena with the “Limited Edition Finale Roma 2009” bottles. The Heineken Coliseum was created by 1,500 bottles, it was 3 metres high and was illuminated by last generation of Led.

Insights, Strategy & the Idea
Heineken in Italy is the entertaining beer, a brand close to the target, with a specific DNA, able to entertain its consumers in different ways. Heineken is the main sponsor of the UEFA Champions League. In 2009 the final of tournament was in Rome. To celebrate this occasion Heineken launched the “Limited Edition Finale Roma 2009” bottle. How can Heineken offer a unique brand experience? How can they communicate the new bottle for the UEFA final in Rome in an unexpected and involving way for the target (young adults, Romans, football lovers)?