Wednesday, 3 April 2013

Which 'Road to the Final' Would You Take? Heineken invites football fans to use their imagination to get a seat at the UEFA Champions League Final

Which 'Road to the Final' Would You Take? Heineken invites football fans to use their imagination to get a seat at the UEFA Champions League Final

Amsterdam, 2 April 2013 - As some of the best football teams in the world battle it out in the Quarter-Finals of the UEFA Champions League, Heineken® has unveiled the latest instalment of its 'Road to the Final' campaign with the launch of a new ad campaign. The ad demonstrates how, with imagination and resourcefulness, one man is able to witness club football's most prestigious event - the Final itself.
 Premiering around the world today, the ad is the latest element of the brand's global integrated 'Road to The Final' campaign as it celebrates its seventh consecutive year sponsoring the UEFA Champions League.  
 The ad features one lucky fan, who receives a ticket to the UEFA Champions League Final.  The only problem is that he is on the other side of the world and faces a race against the clock to get to the match. Through a combination of resourcefulness, imagination and inventiveness he manages to overcome every obstacle put in his way - to be rewarded with the ultimate football experience - a pitch side seat at Wembley, arriving just before kick-off.
 throughout the 'Road to the Final' campaign, Heineken® is encouraging fans to engage with the brand through a series of unique activities from on-pack to in-bar and social media challenges, offering once-in-a-lifetime prizes.
 The brand's Facebook fans can play a pinball game inspired by elements of the advert.  Players can compete against each other - and Heineken® ambassadors including four times UEFA Champions League winner Clarence Seedorf - to earn bragging rights. For the Semi-Finals, eager fans will have the chance to engage with Seedorf through Twitter - with the most resourceful receiving prizes for their imaginative responses to the challenges set for them.
 As the 'Road to The Final' campaign reaches its climax, Heineken® will be rewarding fans for displaying inspiring and imaginative behaviour by offering tickets to the UEFA Champions League Final in Wembley and this year's Star Final VIP viewing event, in Ibiza.  More than 250 lucky fans from around the world will have the chance to experience the combination of football and music in the world's party and nightlife capital.
 Hans Erik Tuijt, Heineken's Global Activation Director, commented on today's announcement: "We are delighted to launch the next stage of the 'The Road to The Final' campaign with this new TVC.  UEFA Champions League fans who enjoy our brand are intelligent, quick witted and worldly people so we have crafted a campaign that they will enjoy being part of.  
 We aim to inspire UEFA Champions League fans watch the advert, engage with the brand - play the digital game, Tweet Clarence Seedorf and come to Heineken® events. If they do this then they might get the chance to see the Final in a uniquely Heineken® way, whether it's at Wembley or even Ibiza."

About Heineken®
The Heineken® brand, that bears the founder's family name - Heineken - is available in almost every country across the globe and is the world's most valuable international premium beer brand.
To follow Heineken® on Twitter visit and to become a fan on Facebook go To view videos, subscribe to our YouTube channel at
Heineken- UEFA Champions league sponsorship
The core focus of Heineken's activation of the sponsorship is to bring fans in Europe and abroad high quality UEFA Champions League experiences. The UEFA Champions League is the most prestigious club platform for international football stars and their clubs. With over 150 million TV viewers watching live coverage of the UEFA Champions League in 220 countries and territories every match week, this premier-sporting event has become global and fits perfectly with the Heineken brand, which is enjoyed in almost every country in the world.
Enjoy Heineken Responsibly
Heineken continues to integrate its responsible consumption program into all UEFA Champions League sponsorship activities. Every stadium hosting a UEFA Champions League match features "Enjoy Responsibly" on one of its three perimeter boards around the pitch, complementing the regular Heineken boarding. In addition, an Enjoy Heineken Responsibly 5-second match bumper broadcasts several times during UEFA Champions League matches with an estimated audience of 150 million viewers per match week.
Road to the Final TVC:
This latest instalment of the Heineken 'Legends' campaign was co-created with the same team as the first two 'Open Your World' campaigns ('The Entrance' and 'The Date') - leading advertising agency Wieden+Kennedy Amsterdam and talented director Fredrik Bond. Tribal DDB created the Facebook pinball game.
Press Enquiries
Please direct all press enquiries through our press centre:
Marnie Kontovraki, Heineken International
Tel : +31 (0) 20 5239 355 /

Joe Lamb, Edelman PR
Tel: +44 (0)20 3047 4050 / 

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