Brewing giants Heineken approached The Shop with the goal of leveraging their UEFA sponsorship in a striking way and becoming part of the social media conversation around the Champions League Final. Coincidentally, the Final fell on the same day as the opening of Ibiza's party season. Supplying all technical production for events agency, Ibiza Eventz, we combined the excitement of Champions League Football and the Ibiza party scene for the first time, in a unique consumer experience that featured a variety of beach activities and entertainment.
 
We live-streamed on social media as attendees watched the final on a big screen set against an ocean backdrop lit up by Ibiza's famous opening parties. The experience connected powerfully with Heineken’s 'Man of the World' target audience - consumers aged 25 to 34 who love music, sports and new adventures. With famous footballers reporting live from Ibiza and providing live match commentary on social media, Heineken significantly outperformed other Champions League sponsors. It achieved a 75 percent share of voice on Twitter and drove 130 million social media impressions around the final.
 
This highly successful event gained TBWA agency and The Shop the silver prize for “Best Production” at the EX Awards, the most prestigious sponsorship activation prizes in the world.
 
“It’s all about finding unique insights to develop unique experiences, and showcasing them to a global audience. That’s exactly what we did! – Roeslan Danoekoesoemo, Global Sponsorship Manager, Heineken.