标题 | The Live Tube |
广告公司 | Publicis Italy |
广告战役 | The Live Tube |
广告主 | Heineken |
品牌 | Heineken Italia |
首次发布日期 | 2015 |
行业领域 | 啤酒,苹果酒 |
哲学 | The operation ran from the last 16 all the way to the final. Before selected games, the audience could submit their questions via the orderable tube kit (containing a green screen and instructions) or in Heineken bars and pubs before Champion’s League matches. Those who had submitted questions, as well as the millions of viewers of the post-Champion’s League match talk shows, could see their questions being answered by football legends on live TV after the match. The talk shows aired on Mediaset’s “Canale 5”, the only unencrypted broadcaster of Champion’s League matches in Italy.Results |
问题 | In “The Live Tube”, viewers were given the once in a lifetime opportunity to ask stars of the Champion’s League the questions they’d always wanted answers to on live TV during the post Champion’s League match talk show. Fans were invited to record their questions beforehand, either through a Heineken branded kit containing a green screen, which could be ordered online, or in special booths set up in Heineken bars and pubs. Of the selected videos, the fans were extrapolated from the green screen and their likenesses broadcast as if they were asking their question live from the Heineken-branded studio. Their questions, and the live responses of the footballers, were seen by millions of Italian football fans. |
结果 | 13.7 Million Tv Viewership 12.834 Question Recorded 52.5 Million Reach 12.200 Mentions #championthematch 750.000 facebook views 2188 facebook likes 2857.000 reach on FB |
媒体类别 | 案例研究 |
长度 | |
创意总监 | Bruno Bertelli |
创意总监 | Cristiana Boccassini |
联合创意总监 | Michele Picci |
美术指导 | Paolo Bartalucci |
文案 | Enrico Pasquino |
战略企划 | James Moore |
战略企划 | Bela Ziemann |
客户主管 | Maria Elena Gaglianese |
International Account Director | Lorenza Montorfano |
Marketing Director | Floris Cobelens |
Group Brand Manager | CRISTINA GUSMINI |
Brand Manager | Marta Cecilia Grassi |
制片 | Gianluca Leschiera |
Advertiser | Gabriele Buora |