STADIUM OF DREAMS by Leo Burnett Bangkok for Heineken

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STADIUM OF DREAMS

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Industry Beers and Ciders
Media Promo & PR
Market Thailand
Agency Leo Burnett Bangkok
Executive Creative Director Keeratie Chaimoungkalo, Sompat Trisadikun
Art Director Sanpathit Tavijaroen, Narudol Karadist, Chairat Cheerunpong
Copywriter Chanwit Nimcharoen, Patcharaporn Lhuengusakul
Released February 2009

Credits & Description

Category: Best Use of other Digital Media in a Promotional Campaign
Advertiser: THAI ASIA PACIFIC BREWERY
Product/Service: HEINEKEN
Agency: LEO BURNETT & ARC WORLDWIDE THAILAND
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: LEO BURNETT & ARC WORLDWIDE THAILAND, Bangkok, THAILAND
Entry URL: http://www.thestadiumofdreams.com
Executive Creative Director: Keeratie Chaimoungkalo (Leo Burnett and Arc Worldwide Thailand)
Executive Creative Director: Sompat Trisadikun (Leo Burnett and Arc Worldwide Thailand)
Creative Director: Sanpathit Tavijaroen (Leo Burnett and Arc Worldwide Thailand)
Copywriter: Chanwit Nimcharoen (Leo Burnett and Arc Worldwide Thailand)
Copywriter: Patcharaporn Lhuengusakul (Leo Burnett and Arc Worldwide Thailand)
Art Director: Sanpathit Tavijaroen (Leo Burnett and Arc Worldwide Thailand)
Art Director: Narudol Karadist (Leo Burnett and Arc Worldwide Thailand)
Art Director: Chairat Cheerunpong (Leo Burnett and Arc Worldwide Thailand)
Agency Producer: Jirateep Sangsuwan (Leo Burnett and Arc Worldwide Thailand)
Agency Producer: Sarawut Lertkittpaporn (Leo Burnett and Arc Worldwide Thailand)
Agency Producer: Sompetch Nuntasinlapachai (Leo Burnett and Arc Worldwide Thailand)
Account Management Director: Pitiporn Jutisiriwatana (Leo Burnett and Arc Worldwide Thailand)
Account Director: Purita Usnabhiraks (Leo Burnett and Arc Worldwide Thailand)
Account Executive: Veevit Teotrakoon (Leo Burnett and Arc Worldwide Thailand)
Customer Relations Manager / Business Director: Rob Hall (Leo Burnett and Arc Worldwide Thailand)
Account Manager: Lalida Lohachitanond (Leo Burnett and Arc Worldwide Thailand)
Account Executive: Kittanate Piriyakarnsakul (Leo Burnett and Arc Worldwide Thailand)
Agency Producer: Sarawut Lertkittipaporn (Leo Burnett and Arc Worldwide Thailand)
Media placement: Series Of Press Ads - Newspaper - 1st March 2009
Media placement: Web Banners - Internet - 1st March 2009
Media placement: TV Tie-In, Micro Site - Television, Website - 1st March 2009
Media placement: Installation Media - Outdoor - 1st March 2009

Describe the objective of the promotion.
Heineken wanted to promote their great sponsorship with UEFA Champions League 2009 by launching a Heineken UEFA 2009 special edition can that will engrave the 2009 final score as unique selling point.

Describe how the promotion developed from concept to implementation
Instead of selling the can after the match ended as with other ordinary sponsorship products, we started the sale a few months earlier. By introducing a gigantic football stadium made of the new Heineken UCL cans but leaving the score area empty in order to let consumers witness the score by them selves. The recruitments were released to let consumers built the stadium via our micro site; www.thestadiumofdreams.com, by letting them place their cans on any spots they desired, they were eventually installed at the exact same location on the real Stadium of Dreams.

Describe the success of the promotion with both client and consumer including some quantifiable results
Thousands of people gathered to witness each round of live matches shown from installed LCD for many weeks, up until the final result on 27th of May that was engraved on the new Heineken UCL can before actual launch date. During the first week of the micro site there were over 200,000 page views, the sales of this new Heineken can grew more than 135% with over 26 million baht returned media value. Millions of these Heineken UCL cans were sold out during the first two weeks (mostly bought by Non-Manchester United fans.)

Explain why the method of promotion was most relevant to the product or service
The Stadium of Dreams was constructed from 332,654 cans that consumers placed on the micro site, which became a landmark throughout the tournament for consumers to witness the UEFA Champions League 2009 final score engraving on the new Heineken UCL can before the actual launch to the market.