Heineken

1. Heineken 2011 UCL promotion
2nd
submission, prepared by Action, Oct 04, 2010

2. Big holistic idea
More recommendations and
expertise
Clear answers to your 30
questions
TODAY:

3. IL SEGMENT / Y2010 OVERVIEW / RUSSIA

4. Carlsberg: Win 100% of football!
Brand: Carlsberg
Goal: sales push
Solution: Win 100% of football!
Promotion: Register 11 codes then play on the
site “100 % of football”. Collect the points and
win the prizes.
Collect and Get:
fan’s T-shirt (7613)
football rucksack (etc)
trainer’s hoodie (etc)
Collect and Win:
trip for two people to South Africa (1mln 100 rur
in total)
Channels of registration: web, sms
Date: 20 April – 20 June 2010
Geography: Russia

5. Carlsberg “Win 100% of football” bus stops
http://www.sostav.ru/news/2010/06/10/rol1/

6. Carlsberg – e-game.
Brand: Carlsberg
Goal: sales push
Solution: Win 100% of football!
Promotion: Register 11 codes then play on the
site “100 % of football”. Collect the points and
win the prizes.
Collect and Get:
fan’s T-shirt (7613)
football rucksack (2844)
trainer’s hoodie (514)
Collect and Win:
trip for two people to South Africa (1mln 100 rur
in total)
Projector (30)
Channels of registration: web, sms
Date: 20 April – 20 June 2010
Geography: Russia

7. Carlsberg (football game)
Зарегистрируй
11 кодов
Зарегистрируй
11 кодов
Участвуй в
Звездных матчах
Участвуй в
Звездных матчах
Побеждай
соперников
Побеждай
соперников
Выигрывай
призы!
Выигрывай
призы!
Участвуй в матчах
100% футбола
Участвуй в матчах
100% футбола
Тренируй
команду
Тренируй
команду
Набирай
Рейтинговые очки
Набирай
Рейтинговые очки
Создай свою командуСоздай свою команду
Делай правильные
прогнозы на победителей
матчей ЧЕМПИОНАТА МИРА
Делай правильные
прогнозы на победителей
матчей ЧЕМПИОНАТА МИРА

8. Efes Pilsener
Brand: Efes Pilsener
Goal: sales push
Solution: Gather to the space!
Promotion: Buy the beer and find
unique code. Register it by sms or web.
Collect points and win prizes.
Collect and Get:
content (1 point)
glass Efes Pilsener (10 points)
projector of star sky (30 points)
certificate for extremal trip (60-90 points)
Collect and Win: trip to the space
Channels of registration: web, sms
Date: 01 May – 30 July 2010
Geography: Russia
Video

9. Efes Pilsener (prizes)
The content includes the music from
advertising “Gather to the space!” and
cosmic illumination for the mobile
phone.
Certificate for extremal trip includes fly
in the aero tube, diving,
zorbing, excursion to the
observatory, cosmic lunch for two
people with delivery etc.

10. Efes-space: Prizes for 60 codes
http://www.efes-space.ru/

11. BUD: World Class Football
Brand: BUD
Goal: sales push, lottery
Solution: BUD: Мировое пиво представляет футбол
мирового уровня.
Promotion: buy the beer, find the code under the cap,
register it on the site www.bud.ru , fill in a form and get
prizes.
Collect & Get in Redemption Centers
buy the beer, save the check and you can get prize in
RC.
trinket (4 bottles)
bracelet (8 bottles)
glass (10 bottles)
polo-shirt or baseball cap (12 bottles)
rucksack (24 bottles)
Collect and Get via WEB:
buy the beer, find the code under the cap, register it on
the site www.bud.ru , fill in a form and get prizes.
sport bag (1st
prize)
baseball cap (2nd
prize)
rucksack (3rd
prize)
polo-shirt (4th
prize)
pack of beer BUD (5th
prize)
Date: 01 June – 31 July 2010
Geography: Russia
Site: http://www.bud.ru/

12. BUD Fan Zone
Every day from 2nd July till 11th July
in Fan-zone “King of beers” was
atmosphere of the real football
holiday. Visitors could get prizes,
participated in competitions, heard
Moscow DJ’s, saw performances of
musical teams and girls from group of
support BUD. The most important
thing was translation of matches of
the Championship on the big screen
on the air. It was possible to look at
matches from the sports tribunes
located opposite to the screen, sat on
a football lawn or in BUD-bars.

13. Bud Fan Zone, 11 July
(FIFA World Cup Final)
Thousands of fans have gathered with the
company of the Bud beer to see a fantastic
show in the day of World Cup Final.
There were atmosphere of real stadium:
capacious tribunes, the huge screen, cold
beer and inexpressible football passion.
Final events were accompanied by a
deafening roar of tribunes, all people
supported with huge enthusiasm and
equally strongly supported commands of
the Netherlands and Spain by «a fighting
color», tags and other attributes of the real
football fans. And when the final whistle has
sounded, the gold confetti and multi-colored
fireworks blown up in the sky over "Luzniki“.
Video: link
http://www.youtube.com/watch?v=Y3z0LpAfuKU

14. Tuborg Greenfest
Brand: Tuborg
Goal: sales push
Solution: Tuborg Greenfest
Promotion: find unique code in the bottle
Tuborg Greenfest and register code by sms.
Then you can play the game “Virtual stage
Greenfest” and raise rating.
Collect and Get: T-shirts, ear-phones,
telephones. Internet play - table, playstation
for playing “Virtual stage Greenfest”.
Collect and Win: every day-2 tickets to
Tuborg Greenfest, the main prize –
Greenfest Tour in any place of world
Channels of registration: web
Date: 01 June – 30 September 2010
Geography: Russia

15. Tuborg Greenfest festival
July, 18th, 2010, St.Petersburg: The world
famous pop star Pink appeared at the Tuborg
Greenfest festival. Additional performers - –
fashionable heroes of alternative scene Good
Charlotte and «Mummiy Troll» group.
The train “Tuborg Greenfest” delivered all
participants from Moscow to St.Petersburg.

16. Tuborg Greenfest concert 2010

17. Holsten: Win German Quality!
Brand: Holsten
Goal: sales push
Solution: Win german quality!
Promotion: find codes under promo-label
and register code by web or sms. Record
your video, where somebody will spell
‘Reinheitsgebot’.Then load it in the site
www.holsten.ru More votes, more chances to
win the car.
Collect and Win: everyday drawing of LOWE
home-cinemas; Baden-Baden weekend;
Lufthanza tickets for two people in Europe,
Leica photocamera,certificates in MediaMarkt
(3500, 10 000rur.), Karcher,boxes of beer,
German razorblade (Braun). The main prize:
Mercedes Benz auto
Channels of registration: web, sms
Date: 01 June – 31 August 2010
Geography: Russia

18. Holsten contest
Record the video, where somebody pronounce Reinheitsgebot.Then
load it in the site www.holsten.ru More votes, more chances to win the
car.
The winner is Shorov Vladimir Ivanovich.
Video- http://www.reinheitsgebot.hn/video/

19. Holsten Contest – part 2 (photo)
For participation in competition, it is necessary to
register a special code from the bottle of beer. The task
is connected with a word "Rajnhajtsgebot" again. But
you should only to take photo with this word .

20. Bavaria City Racing and promotion
Brand: Bavaria
Goal: sales push
Solution: «Bavaria -Moscow City Racing!»
promotion: register the promo-code under the lid of
bottle and take part in the lottery or collect codes and
win prizes. You can register code via sms or at
bavaria.ru web-site.
Collect and get:
4 codes > Branded glass (45 000)
40 codes > ticket to Bavaria Moscow City Racing (500)
60 codes > ticket to Bavaria Moscow City Racing (VIP)
(200)
Collect and win:
Photocamera (80)
Trip to Holland Bavaria City Racing Rotterdam (24)
Channels of registration: sms, online
Date: 01 June to 31 August 2010
Geography: Russia

21. Bavaria departed the winners of campaign City Racing
to Rotterdam
The 24 winners of «All on start with
Bavaria» were departed to travel in the
last days of August. They spent 4 days in
Amsterdam and in the oldest dutch cities:
Eindhoven, Lishaut, La Trappe. Travelers
visited the brewery, small fishing village,
ancient monastery and the museum of
Madame Tussauds. The main point of
travelling was the visiting of Bavaria City
Racing in Rotterdam.

22. Brand Carlsberg BUD Efes Tuborg Holsten Bavaria
Call to action Win 100% of football World Class Football Gather to the space
Choose your Greenfest
tour
Win German Quality
Bavaria-Moscow City
Racing
Period (Y2010) Apr 20 - June 20 June 01 - July 10 May 01 - July 30 June 01 - July 31 May 01 - Oct 31 June 01 - Aug 31
Duration 2 months 1,3 months 3 months 2 month 6 month 3 month
Collect&Get
3 levels of prizes: t-shirt,
hoodie, rucksack. # of
prizes ~25 000; prizes by
post
Redemption Centers: 5
levels of prizes, ~29 000
units WEB:
5 levels of prizes, 15 000
units; prize by post
content for everyone; 3
levels of prizes: glass,
star sky projection,
certificates for extremal
experiences; prizes by
post
3 levels of prizes: t-shirt,
ear-phones, telephones,
95 000 prizes, prize by
post or in Redemption
Centers
3 levels of prizes; glass,
tickets and VIP tickets to
Bavaria Moscow Racing;
45 700 prizes; by post
Collect&Win
4 trips to South Africa,
entry level - 1code
2 trips to FIFA Final - buy
12 bottles, come to RC,
fill in the questionaire,
lottery take place in Mega
khimki
1 trip to the space, entry
level - 1 code
205 tickets to
TuborgGreen Fest; entry
level 1 code, daily
drawings
24 trips to Holland
Bavaria Racing and 80
photocames; entry level -
1 code
WEB
on-line football game
based on developing of
football team; separate
prizes for web game - 30
projectors & 1 grand prize
announcement announcement
on-line music game
based on competition;
separate prizes for web
game - 9 big prizes
CREATIVE CONTEST for
grand prize -Merceds
Benz E-Class, 2 prizes
announcement
REGISTER & WIN: daily,
weekly, monthly and bi-
monthly drawings of
valuable prizes; entry
level - 1 code; ~ 1 700
prizes
IL SEGMENT ACTIVITY :

23. 6 big national actives, all started in Q2 2010
2 connected with football (FIFA)
combination of “collect & get” +
“collect & win” mechanics is the most
repeated
5 brands use t-shirts or glasses
in 5 cases 1 code is an entry level for big
prize drawings
2 brands open Redemption Centers
there are more opportunities via web in ½
cases
HIGHLIGHTES:

24. BENCHMARKS:
Tuborg GreenFest & Bavaria
racing we consider to be the most PR-
able
Holsten is the only example of true
premium and smart approach
Heineken must find it’s one way
to break the clutter

26. I admire greatness and in
football, UCL represents the
greatest games. Heineken, being
the sponsor, helps me raise my
viewing experience in the “only
Heineken can do it” way
THE BRIEF:

27. THE IDEA:
STADIUM is a center of BIG football wins
and AMAZING goals, MAGNET for FANS,
CHAMPIONS’ place of birth
Heineken CHAMPION STADIUM is full of
best UCL football EXPERIENCE, the place of
meeting with FAMOUS football star, the
WORLD of exciting opportunities
TAKE YOUR PLACE!

30. HEINEKEN CHAMPION STADIUM
TAKE YOUR PLACE!
REGISTER THE CODE AND TAKE YOUR PLACE ON
HEINEKEN CHAMPION STADIUM! FAMOUS
FOOTBALLER CHOOSE 20 WINNERS WHO WILL GET TO
UCL FINAL in LONDON or MADRID! ENTER
www.ucl.heineken.ru AND OPEN THE WHOLE
STADUIM OF POSSIBILITIES AND PRIZES !
KEY COPY:

31. WITHIN 1 REGISTERED CODE VIA SMS
OR WEB EACH PARTICIPANTS TAKES
HIS SEAT/PLACE AT HEINEKEN
CHAMPIONS STADIUM
LIKE IN REAL LIFE IT HAS
ENTRACE
SECTOR
ROW
SEAT
EACH WEEK FAMOUS FOOTBALLER
CHOOSE 2 GRAND WINNERS OF THE
WEEK IDENDIFING THE LUCKY SEATS

32. FAMOUSE FOOTBALL STAR”ll
CHOOSE 20 WINNERS
HUGE PR HOOK
CAPMAIGN AWARNESS AMONG
UCL FANS AND HEINEKEN LOVERS

33. IDEA TITLE AND SUBTITLE
HEINEKEN CHAMPION STADIUM. TAKE YOUR PLACE!
KEY COPY
REGISTER THE CODE AND TAKE YOUR PLACE ON HEINEKEN CHAMPION
STADIUM! FAMOUS FOOTBALLER CHOOSE 20 WINNERS WHO WILL GO TO
UCL FINAL in LONDON or MADRID! ENTER www.ucl.heineken.ru AND OPEN
THE WHOLE STADUIM OF POSSIBILITIES AND PRIZES !
IDEA EXPRESSION
10 TRIPS
TO LONDON
10 TRIPS
TO STAR FINAL
FAMOUS
FOOTBALLER
CHOOSE GRAND
WINNERS WEEKLY
“HEINEKEN CHAMPIONS STADIUM” HAS MULTIPLE MEANING
3D FINAL
AT CINEMAS
ACTIVATIONS
AT 3 FOCUS CITIES
VIRTUAL
TICKET
FOR EACH
REGISTRATION
WEB
STADIUM
OF CONTENT
EXPERIENCE
AND PRIZES
STADIUM
OF PRIZES
> 10 000 ITEMS
OF PRIZES

34. NATIONAL COLLECT & WIN MECHANIC
HOW TO PARTICIPATE
find unique
code on-pack
register 1 code via sms or internet
and enter grand prize drawings
collect 5, 10 or 15 codes and
enter daily and weekly drawings
IDEA ACTIVATION
PR / SOCIAL MEDIA
based on famous
footballer integration
WEB STADIUM
place of consumers
interaction,
especially fans
TABLE FOOTBALL
TOURNAMENT
on-trade & off-trade in 3 focus
cities; winners get 3D
football experience
3D FINAL
IN CINEMAS
3 focus cities
winners of on-trade &
off-trade activations

35. Bottle-opener
collect 5 codes & win
collect 15 codes and win
headphoneskeychains berdikel fan pillow
USB flash
cooler bag towel footaball web-camera
watch beer delivery mp3 stand for beer chair
collect 10 codes & win
customized T-Shirt
register 1 code and win
table football
10 x UCL FINAL LONDON 10 x STAR FINAL
NATIONAL LEVEL / prizes accessible on web

36. collect 5 codes & win
collect 15 codes and win
collect 10 codes & win
register 1 code and win
10 x UCL FINAL LONDON 10 x STAR FINAL
NATIONAL LEVEL / option 2NATIONAL LEVEL / prizes accessible via sms
web-camera
customized T-Shirt
watch

37. PR & SOCIAL MEDIA

38. CAMPAIGN
AWARENESS
will be driven via allowing consumers to upload
most of the described activities to their
statuses, their walls, or avatars
CAMPAIGN
PARTICIPATION
Will be driven by a FB module allowing
consumers to register codes, design their UCL
t-shirts, and enter the prize drawing right on
their FB page

39. WEB STADIUM / STADIUM OF PRIZES

40. Lets step aside for a few minutes and
Imagine the Heineken CHAMPION stadium
Where most of the football lovers’ interests are
covered
You can feel them, taste them, play with them, and by
doing so, win lots of unique «only Heineken
can offer» prizes by collecting codes
All national level prizes could be found
there
THE HEINEKEN CHAMPION
STADIUM:

42. LOCKER ROOM:
WIN YOUR UCL
T-SHIRT: chose design &
the name to put on it & your fav
number & get chance to win
LEAVE / REVIEW
COMMENTS TO YOUR
FAV PLAYERS
“Руни, твою дивизию, давай
играй уже! Снимись с ручника!”
RE-POST YOUR
MESSAGES TO YOUR
FB/TWITTER

43. BROWSE THROUGH
THE SELECTION OF
SUPERB PRIZES
COLLECT CODES & WIN
ANY OF THEM!
MARK THEM AS «I LIKE» TO
UPDATE YOUR FB STATUS
THE UCL FAN STORE:

44. THE BOOKMAKERS’ OFFICE:
CHOOSE THE
GAME & TEAM
believe will win
SAY: WIN/LOOSE/OR DRAW
REGSTER XX CODES
SHOULD YOU BE RIGHT – GET
YOUR CODES X10-PLIED
AND SPEND THEM IN
THE UCL SHOP
YOUR OPINION IS
UPDATED TO YOUR
FB PAGE

45. HEINEKEN BAR:
COLLECT CODES AND
WIN many bar prizes
OR ICE COLD HEINEKEN
BEER DELIVERY
to your door exactly for the start of your
favorite match
LIMITED EDITION
HEINEKEN TABLE
FOOTBALL be one of the 10 lucky
ones to get it

46. CHAT WITH MANY OF
THE FOOTBALL
CELEBRITIES
Enter 5 codes to participate in a session
Each session lasts a week
We will have a different celebrity every 2
weeks
Gusev, Sluckiy, etc.
No questions will remain unanswered
Pre-moderated
OR COMMUNICATE
WITH OTHER STADIUM
GUESTS
No code registration necessary
WIN TIME to be spent IN
A COMMENTATOR
BOOTH
During one of the UCL matches
PRESS CONFERENCE CENTER:

47. WIN ONE OF THE 10 TRIPS TO
THE STAR FINAL
OR WIN ONE OF THE 10 TRIPS
TO THE FINAL GAME IN
LONDON
Just type in 1 code to enter
OR WIN ONE OF THE hundreds
tickets to 3D FINAL
GAME in your city (Moscow,
Spb, Ekat)
TICKET OFFICE:

48. CUSTOMIZE A RINGTONE
AND SEND TO A FRIEND
Gusev or other famous commentator: «Ivan is
making a break through the several defenders,
shoots, and … Goaaaaaaal”
FAN COMMENTARY
Listen to it online as you watch the game on TV
TWITTER AND WEB FEED
BY FANS FOR A SPECIFIC
GAME
See what others have to say right at this second
BROWSE THROUGH THE
AUDIOS OF THE MOST
GLORIOUS GOALS IN UCL
HISTORY
Download them as ring tones
COMMENTATOR BOOTH:

49. IPHONE APPS / OPTIONAL

50. HEINEKEN offers you the full scope of the fans’
arsenal. The drums, the rattles, the
maracas, the pipes, voovoozelas, … you
name it.
Its silly to collect them at home. They would eat a
lot of space, and drive people mad.
Now HEINEKEN provides it all for you in
your iphone….
IPHONE APS: THE FANS ARSENAL

51. Выбрать свой
аксессуар
болельщика.
Настроить
выбранный
инструмент:
громкость/тонал
ьность.
Использовать
настроенный
инструмент во
время
просмотра игр
чемпионата.
Болей дома!
Жим на кнопку -
выражай
эмоции.
Посмотреть на
интерактивной
карте
расписание игр
чемпионата и
точки
спонсорской
ивент-
активности
Heineken.
IPHONE APS: THE FANS’ ARSENAL

52. An application allowing anyone to become the 12th
player of one’s favorite team
IPHONE APS: THE 12th
PLAYER

53. Выбрать шаблон
формы .
Собрать из
элементов
форму любимой
команды.
Написать на ней
фамилию
(свою/игрока/дру
га).
Сделать/выбрат
ь фотографию
себя или своих
друзей.Внедрить
ее в коллаж с
созданной
формой игрока.
Картинку
сохранить:
назначить
картинкой
звонка,
опубликовать в
социальных
сетях, отправить
по почте/смс.
Посмотреть на
интерактивной
карте
расписание игр
чемпионата и
точки
спонсорской
ивент-
активности
Heineken.
IPHONE APS: THE 12th
PLAYER

54. 3D FINAL AT CINEMAS / OFF & ON-TRADE ACTIVATIONS

56. THE FIRST PROPER TABLE
FOOTBALL CHAMPIONSHIP
With a referee
And even fans to support you
Considerable money prize
INVOLVE MAX PARTICIPANTS VIA
SIMILAR IPAD GAME
A STANDARD SCRATCH CARD
MECHANIC = BUY HEINEKEN, GET A
CARD, SCRATCH IT, WIN PRIZES
KEY PRIZES – TICKETCS TO 3D FINAL
HORECA & KA / focus cities:

57. 3D football viewing experience:
IN 3 KEY CITIES
WIN TABLE FOOTBALL
CHAMPIONSHIP IN
YOUR CITY AND GET
YOUR SEAT / PLACE

58. BEYOND THE WEB

59. WHAT ABOUT A
SO-CALLED “MAIN
STREAM USER”?
BEYOND THE WEB:

60. Want to win trip to the UCL Final in
London? Send code to XXXX!
Rules, conditions and thousands of
prizes at www.ucl.heineken.ru

61. Want to win trip to the UCL Final in
London? Find more at
www.ucl.heineken.ru
OPTION

62. MECHANIC LEGAL

63. 1. The lottery we propose is
doable
2. As a plan B we can take
“each X, XX wins
approach”
MECHANIC > LEGAL

64. KPI

65. KPI 2011
every 3 unique participant, has a
chance to win
every 34 registered code gives
chance to win a prize
Split by prizes
Prizes 5 POP 10 POP 15 POP
# of T-
shirts (5
POP )
10 trips to
London (1
POP )
10 trips to
the Star
Final (1
POP )
Total
# of prizes 4500 3150 1350 1000 10 10 10 020
Share 45% 31% 13% 10% 0,1% 0,1% 100%
# of bottle with a winning
codes
22500 31500 20250 5000 10 10 79 270
Unique Codes Registration
KPI 2010
# promo-pack 17 000 000
response rate (codes) 2%
Response rate (participants) 34 000
# of outlets in HoReCA tbd
Av # of points (codes ) per
participant during the
program
10

66. SCHEDULE OF PRIZES
7 8 9 10 11 12 13 14 15 16 17
10 trips to London tbd 1 POP weekly 1 1 1 1 1 1 1 1 1 10
10 trips to the Star Final tbd 1 POP weekly 1 1 1 1 1 1 1 1 1 10
T-shirt 1 200,00∂. 5 POP dayly 100 100 100 100 100 100 100 100 100 1000
category prize A 320,00∂. 5 POP dayly 450 450 450 450 450 450 450 450 450 4500
category prize B 700,00∂. 10 POP dayly 315 315 315 315 315 315 315 315 315 3150
category prize C 1 350,00∂. 15 POP dayly 135 135 135 135 135 135 135 135 135 1350
10020
Total
av.price per
prize
Prizes AprilMarchFeb
periodicity
of drawing
of lottery
450
315
135
# of POP
1
# week
1
100
Schedule of drawing prizes

67. REGISTRATION CHANNELS
we can use Hot Line for registration promo participants
Split by Registration Channel
Internet SMS Total
60% 40% 100%
204 000 136 000 340 000
Internet SMS Total # SMS inform
32% 68% 100% 46240
10 880 23 120 34 000
Hot Line
Incoming calls total (%) Incoming calls (#) # of days
incoming calls
per day
45% 15 300 70 219
Hot-Line Forecast (incoming)
Traffic forecast (IVR-start) February March April (IVR-finish) Total
5 100 5 100 5 100 15 300
300 500 800
17 850 17 850 17 850 53 550
Hot Line
# of redeemed codes
Presumed number of connections (operators) - 24/7
Presumed number of connections (IVR) (äëèòåëüí î ñòü IVR -1
Presumed number of minutes (3,5 minutes)
# of unique participants

68. APPENDIX Q&A