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Brand Content

Finalist

Entrant: Rothco, Dublin
Heineken - ERCC - "Run With It"

Corporate Name of Client: Heineken

Client Marketing Director: Karl Donnelly

Media Company: Starcom, Dublin

Media Planners: Anna Doyle/Colum O’Hara

PR / Marketing Company: Thinkhouse

PR / Marketing Executives: Niall Morris/Daithí De Buitléir

Agency Account Directors: Eva Nash/Grace Looney

Agency Account Manager: Susan Nelis

Agency: Rothco, Dublin

Executive Creative Director: Alan Kelly

Copywriter: Connor O’Hare

Art Director: Paddy Thunder

Agency Producer: Jessica Derby

Digital/Social Strategy: Kathleen Healy

Social : Eric Gasparro

Production Company: Motherland, Dublin

Director: Finn Keenan

Senior Executive Producer: Ellen Kenny

Executive Producer: Ross Killeen

Motion Graphics : John Cutler

Grade : Windmill Lane

Sound Design Company: Mutiny, Dublin

Photographer: Piotr Dybowski


Description of the Project:
Heineken needed a way to highlight their continued sponsorship of Europe’s premier rugby competition in its inaugural year as the European Rugby Champions Cup (ERCC), previously The Heineken Cup. It wanted to target male rugby fans aged 22-35, also the bullseye market for the beer itself. The most effective platform was through social media channels, but the campaign had to have significant stand out in already crowded market place. But we also wanted to make the fans the star of the show. And so began an intricate and elaborate ruse that would test our fans metal to the very limit.

The major innovation in this campaign was to trick our followers in to believing that we had accidentally disclosed private information through twitter. We posted a photograph from a ‘behind-the-scenes’ set shoot that featured the mobile number of Rugby’s most infamous player whose actions had robbed Irish rugby team Munster of their first shot at the European title. We had hoped this would provoke and angry response from Irish fans, and they didn’t let us down. We then turned the tables on the trollers and brought them on a journey that would end in some cringe-enduring hilarity. 

In the first 48 hours, the video received more that 500,000 views. That’s more than 1 in 8 of the entire population of Ireland, let alone our target audience. It was picked up by rugby blogs & Facebook pages and shared multiple times. #RunWithIt garnered over 7.7 million social impressions via twitter, reaching just over 3.8 million people. The campaign generated over 2.9 million impressions in editorial coverage.