TRULY #UNMISSABLE: EUFA Champion’s League Trophy on Tour

The Campaign

 

When Heineken hosted the China stop of the EUFA Champion’s League Trophy Tour in 2019, the affair was destined to be a star-studded feature event to be remembered.  As the event took place on the same F1 race week, Heineken took the opportunity to draw in legends from of soccer stadiums and those of the fastest motorized race on earth to make it the true one of a kind highlight for fans of both sports.

The Challenge and Solution

 

With presence of EUFA Champion League’s Luis Figo, Xabi Alonso, Clarence Seedorf and F1 Champions like Nico Rosberg, David Coulthard confirmed the event was quickly drew buzz leading into that that week.  But, planning it did not come without a huge challenge.  Most tier-1 venues were locked up far in advanced, our first challenge was to secure a fitting cinematic location to tell this story.

Collaborating with Edelman PR team, we convinced Heineken to stage a live CUJU match between our celebrities and local CUJU professionals.  CUJU is the traditional Chinese soccer game invented before soccer, and the goal was to put the ball into a suspended ring in the air to score points.

To make the event more extraordinary, we proposed an open rooftop overlooking the iconic Bund of Shanghai.  The clients love the idea immediately, as we were also moved instantly when this option was available.

 

 

While it was a perfect location, we still had to race against time to secure permits with local authorities as well as the historical building bodies.  Staging a live game of soccer on a roof overlooking an important street added complexity.  Everyone worked together as unison and the event could not have turned out better.

 

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The Results

 

The global president of Heineken and the organizing committee from the EUFA Champions league were very pleased with the event.  The celebrities had such a great time, they shared many moments at the event into their personal social feed.  The RedBull F1 team also did the same, and members of media thought it was a special treat the way the celebrities managed to have fun and being relaxed at such event.

When Heineken needed the #UnMissable event delivered, GPJ was naturally #Unstoppable