The Final Hashtag
Heineken challenged us to create a campaign that raised awareness about the brand’s product qualities, reinforced its sponsorship of the Champions League and that was also locally relevant to the city of Milan, where the UCL Final was held. All this, at the same time.
Cannes Lions // Outdoor // Bronze
Twitter Awards // Gold
ADCI Awards // Silver x2
1 super long hashtag
We condensed Heineken’s distinctive product qualities into a super long hashtag which also included a call to action that football fans could not ignore: “tweet it right to win the UCL Final”.
What was in the hashtag?
Well, a lot. In english it would translate to:
# Water Barley Hops And Horizontal Fermentation Are The Secrets Of Heineken Since 1873 Tweet It Right To Win The UCL Final
The entire media buy in Milan
A few days before the Final hit the city, we used the entire media buy in Milan to place The Final Hashtag on more than 700 outdoor ads and digital screens.
We left people struggling with this 100 characters monster for a chance to win two tickets for the Final. And thanks to football fans’ sore fingers, Heineken’s product qualities went far beyond the media buy.