Heineken became the biggest unofficial broadcaster of the Champions League.
For the first time, the Champions League wasn't going to be broadcasted on Brazil's popular TV channels. The news created a conversation in the whole country about how to watch the games and not miss any information about the competition.
As the league's official beer sponsor, Heineken had the opportunity to do something about it. We came up with the solution: turning the brand's channels into an unofficial broadcaster of the league. From creating a news anchor chatbot on the brand's Facebook page that served every piece of information, to streaming the live broadcast of the games on public OOH media - including the biggest OOH screen in South America, Heineken became the primary source of Champions League live content, in all kinds of channels, but TV.
My role: Art Director/ Creative
đ EFFIE AWARDS
Gold in branded content
Bronze in alcoholic beverage
WATCH THE CASE STUDY:
THE HEINEKEN TV SHOW
The set for Heineken TV was built in the brand's natural habitat, inside a bar.
The campaign films were inspired in sports shows vignettes, introducing the show with host and famous sports commentator Mauro Betting and former Champions League winner ZĂŠ Roberto.
OPENING VIGNETTE
The Heineken TV logo and opening animation concept were inspired by sports franchises and transmissions.
MAUROBOT, THE CHATBOT
Our chatbot on Facebook became a physical character, Mauro Bot, and was part of the show. We created lots of fun expressions and reactions for the character and incorporated them in the Facebook chat conversations.
