Heineken. EURO 2020 (2021).
After waiting more than a year for the EURO 2020 to finally start in 2021, everybody was ready to celebrate football again. But wait. I mean, watching football together with your friends is nice. But being able to meet your rivals again and to banter them in a lovely way while celebrating football is for sure even nicer. So let the games begin. Cheers!
With classic cutdowns of the long edit (e.g. 15") we pushed the fun of rivalry on all social channels and within online banners on football related websites.
Additionally we developed another idea for the EURO, called "Alternative Scores" – the idea of rivalry that doesn't end with the referee's whistle but continues also after the match in culture or lifestyle.
We started with an activation especially for the Spanish market where football legend Luis Figo (Portugal) bantered his wife Helen Svedin (Sweden) about the winner of the next match. The last and biggest surprise was a perfect example for the "Alternative Scores".
During the whole EURO 2020 we pushed the "Alternative Scores" as Instagram stories, within online banners on football related websites and OOH – always connected to the rivalry between the next competing teams.
