OVERVIEW
Since 2005, Heineken has been committed to sponsoring a world class tennis event – the ATP Shanghai. In 2014 we expected to leverage this prestigious tournament to build up Heineken’s high-end brand image rather than just seeing it as a one-off event.
THE SOLUTION
We created awareness in targeted venues with our special display in supermarket, bars, KTVs and more.We also boosted its impact by holding on-site events in small cities around Shanghai.To create more anticipation, as the event approached, we installed an interactive idea. In metros, people could take a quiz and win tickets to the tennis event.On the big day, all participants of ATP celebrated this world-class event with those Tennis masters in the world of Heineken with a main stage, beer garden, tennis house and sky box.