It all started with Heineken global introducing

a fresher perspective on football…

hence, we had…

No matter what kind of fans you are,

we believe it’s the efforts that deserve to be recognized.

So…

If you name your pets after your football idols, of course you are a hardcore fan

If your sleep time is your game time, sure you are a hardcore fan

If you put on your lucky t-shirt or socks for every game, you too are a hardcore fan

CHEERS TO YOU!

“CHEERS TO THE REAL HARDCORE FANS”

But what makes UCL so special?

That’s when we come to our own cultural tension:

WHILE VIETNAM KNOWS THE CHAMPIONS LEAGUE

IT’S NOT KNOWN FOR ITS CHAMPION FANS

The ones that would:

Wake up at 2am

Catch the midnight matches till dawn

Cheers for the football teams across the globe who don’t speak in their language

And manage to get to work on time the next morning.

These champion UCL fans deserve a piece of the limelight as much as their favorite teams.

Introducing…

A football campaign that, for the first time ever, puts a spotlight on the UCL Vietnamese fans:

NÂNG HEINEKEN VÌ FAN ĐÍCH THỰC!

(Cheers to the Real Hardcore Fans!)

(here are some other lines we loved but didn’t make it to the audience.)

Thereforeeeeeee,

as the official sponsor of the UEFA Champions League 2024 (UCL, in short), heineken opens up a “playground” for many creative muscles to dribble thoughts

and scoring goals:

Ignite mass Salience & Meaningfulness with the massive football fanbase of UCL in Vietnam

Entering our campaign task:

OFFERING AN UNPARALLELED EXPERIENCE

THAT ONLY HEINEKEN CAN DELIVER…

to both

HARDCORE FANS

MASS AUDIENCE

…. THAT RESONATES

IN THE MOST MEANINGFUL & ASPIRATIONAL WAY

spoilers alert

FIRST HALF
Recognize & Reward our Champion Fans

We kick off by introducing Heineken’s UCL STARS – the fans and their boundless passion, glorified across Global and Local assets.

In every UCL live match shown via FPT Play app or website, we inject the Global Heineken TVC to create a sense of relatable-ness among the UCL Fans, who are indeed wake up in the middle of the night.

And, praising them on every online & offline corner with our animated thematic message.

Last but not at all least,

awarding them with the biggest groundbreaking Promotion ever.

(when purchasing the 24-can carton box)

Here’s the content of the full journey that I wrote.

Don’t let this scare you off, press ▶ on the keyboard to view all 67 pages of them.

Not just rewarding them with the football goodies, we awarded them with the ultimate Champion Fan title they deserve

via a simple yet interesting engagement

inspired from our cute observation from the real hardcore fans.

In the world full of filter/face-scanning challenges, how can we set our engagement apart?

If your a football fan or a football gamer, you’ll recognize these “stat” cards…

and so are the hardcore Fans, they deserve their own certified personalized “stat” based on their passion.

All they need to do is to scan their passionate expression, then proudly share online for the chance to win the ultimate prizes mentioned above (besides having to by a whole carton box).

SECOND HALF
Rallying the Champion fans

We spotted the Fans, we rewarded the Fans, now we looked for the Champion Fan of them all.

The biggest prize ever in the history of Vietnam television
The chance to engage with a Football Legend.
The stage for Real Hardcore Fans to become the stars of the show.

with the appearance of

the Legendary Francesco Totti

100 UCL fans (both KOLs and non KOL fans) will compete together in huge arenas, creative and well-equipped with cutting-edge technology (VR).

Capturing everyone’s attention (both contestants and viewers) all in our 3D trailer for KEN LEAGUE:

So what are the challenges are going to be?

When it comes to sports gameshow, people are expecting advanced and skillful physical activities, but in KEN LEAGUE, we are expecting skillful Hardcore Fans!