Marketing

Heineken launches Rugby World Cup 2019

Heineken Ireland has launched a Through-The-Line campaign to amplify its Worldwide Partnership with the biggest rugby tournament in the world - The Rugby World Cup Japan 2019.
“We believe that this campaign will inspire and excite all of those who love rugby and those who are new fans of the game, to enjoy one of the world’s top sporting events" - Heineken Senior Sponsorship Manager Ronan McCormack.

“We believe that this campaign will inspire and excite all of those who love rugby and those who are new fans of the game, to enjoy one of the world’s top sporting events” – Heineken Senior Sponsorship Manager Ronan McCormack.

The tournament kicks-off on Sunday and the campaign, which features a new TV commercial starring a number of international rugby legends including former Irish captain Keith Wood, celebrates the social side of rugby and showcases Heineken’s longstanding heritage and proud association with rugby. The commercial celebrates the broad appeal of the Rugby World Cup and that you don’t need to ‘understand it all to enjoy it all’.

With a tour of the prestigious Webb Ellis Cup wrapped up in May this year, the campaign to celebrate the Worldwide Partnership kicked-off in earnest with a large-scale ‘Star in Japan’ media event in Dublin’s Meeting House Square in early August. The event, hosted by Mario Rosenstock, was attended by over 350 guests from the media and world of rugby with high-profile guests including international referee Wayne Barnes and former Ulster, Ireland and British and Irish Lions legend Stephen Ferris.

One lucky rugby fan also walked away on the night with a trip to see Ireland take on Scotland in Japan following a stellar karaoke performance, beating five other hopefuls.

The comprehensive Heineken campaign (which includes TV, Out Of Home, digital, social, on- and off-trade activity, PR and advocacy marketing) kicked-off on Thursday 1st August and will run for the duration of the tournament, ending Sunday 3rd November.

The campaign includes a cross-platform media partnership with RTE utilising AV, TV, digital, mobile, radio and print – with one lucky winner going to the Rugby World Cup 2019 Japan Final and Bronze Final and having the honour of conducting the coin-toss pre-game at the Bronze final.

Heineken’s longstanding partnership with Off The Ball will continue with three very special Off The Ball Heineken Rugby Club Rugby World Cup Japan 2019 roadshow events which take place in University Hall Limerick, Dublin’s Bord Gais Energy Theatre and Crane Lane in Cork.

The usual line-up of rugby legends featuring Brian O’Driscoll and Keith Wood will be joined by other international stars of the game including Gavin Hastings, Sir Clive Woodward and Michael Lynagh, whilst a host of well-known, yet unexpected, rugby fans will also take to the stage to discuss this year’s most exciting tournament.

 

Trade support

The campaign also sees the roll-out of comprehensive trade support in both the on- and off-trade (over 1,000 accounts) consisting of nationwide promotions.

Pubs around the country will be transformed into official Rugby World Cup 2019 Japan destinations from the start of September right through to the start of November through impactful visibility and dynamic digital & social media content and an exclusive on-trade 355ml bottle.

Consumers also get the chance to win exclusive Rugby World Cup 2019 Japan merchandise and official jerseys in over 800 pubs around the country.

‘The Legendary Quiz’ will reward three lucky shoppers with the chance of the trip of a lifetime to see Ireland vs Scotland at Rugby World Cup 2019 Japan.

High-visibility, digital display and experiential activations also give consumers the chance to win exclusive prizes and the launch of special Limited Edition Rugby World Cup packs.

“Heineken has a proud and rich history and heritage with rugby around the globe and especially here in Ireland,” said Heineken’s Senior Sponsorship Brand Manager Ronan McCormack, speaking at the launch of the campaign, “As well as being title sponsors of Europe’s leading club rugby competition, we’re also delighted to be the official Worldwide Partner of the most prestigious and important rugby tournament in the world, Rugby World Cup 2019 Japan.

“We believe that this campaign will inspire and excite all of those who love rugby and those who are new fans of the game, to enjoy one of the world’s top sporting events. We eagerly await the start of what promises to be a hugely exciting six weeks of rugby!”

The campaign was developed by agencies across the globe including Publicis Italy (Global lead) and Ireland, Thinkhouse, Starcom and Guns or Knives. It shows the fresh take on rugby that you don’t need to know all the rules of rugby to enjoy Rugby World Cup Japan 2019.

 

Join  www.HeinekenRugbyClub.com now and receive member-only benefits such as exclusive event invites, discount codes, match tickets, access to Newstalk Off The Ball events and much, much more.

 

Join the conversation | @HEINEKEN_IE

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