Heineken a officiellement lancé sa campagne pour la Coupe du Monde de Rugby

Les ambassadeurs Heineken et le gagnant du concours Will Carling

Le temps d’une nuit, Heineken a transformé la place Somerset House à Londres en un stade de rugby virtuel pour célébrer la Coupe du Monde de rugby 2015. La marque au grand H se veut comme la marque incontournable de cet événement planétaire.

Comme nous vous le présentions le 19 août sur notre site, afin de célébrer l’année de la dernière organisation d’une coupe du monde par l’AngleterreHeineken a invité ses fans à trouver une pièce frappée de l’année « 1991 ». Ceux-ci devaient se prendre en photo avec la dite pièce et l’envoyer au compte @Heineken_UK avec le hashtag #ItsYourCall

Suite à ce concours, 48 fans ont eu la chance d’être sélectionnés pour participer à un tirage au sort, afin d’être présent au célèbre toss d’avant match qui aura lieu lors du match d’ouverture de la compétition, entre l’Angleterre et les Îles Fidji. Pour les non-initiés le toss permet de désigner à pile ou face, l’équipe qui aura le ballon lors du coup d’envoi du match.

Pour révéler le grand gagnant, Heineken a donc décidé de frapper fort en projetant un stade de rugby sur les murs de la Somerset House, à Londres. Parmi la foule d’environ 900 invités, étaient présents les ambassadeurs de la marque et légendes du rugby que sont Jonah Lomu, John Smit, Matt Dawson, Will Carling, et Scott Quinnell.

Lors de cette grande soirée, l’heureux vainqueur a été désigné et ce fan de rugby aura donc la chance de participer au célèbre toss d’avant match, si important dans le monde du ballon ovale.  

Jonah Lomu, la légende vivante du rugby, en a profité pour rappeler que le tirage au sort d’avant match est un événement de jeu incroyablement important, car « il décide de beaucoup de choses. Premièrement, il y a l’avantage mental car c’est votre première victoire et cela met un point dans votre camp. Mais aussi, vous décidez comment vous souhaitez débuter le match. Si vous êtes une équipe qui veut faire valoir son physique sur celui de l’adversaire, vous souhaitez gagner le tirage au sort et voulez les attaquer. Vous ne pouvez pas faire cela si ils gagnent le tirage au sort. Donc, il y a une tactique à avoir selon la situation et le tirage au sort prend une place énorme dans cette tactique. »

Cet ancien ailier All-Black,  a d’ailleurs récemment « pranké » un grand nombre d’Irlandais dans un pub à Dublin (Oui on sait, ça fait cliché). Heineken avait disposé une Jonah Lomu Machine. Les utilisateurs devaient mettre une pièce et répondre à un quizz. Ils gagnaient alors des ballons avec des dédicaces personnalisées en direct par Jonah Lomu, qui se trouvait caché à l’intérieur de la machine. A la fin, l’ancien joueur Irlandais, Shane Horgan vient révéler la supercherie aux Dublinois pour le plus grand plaisir de ces fans de rugby.

Heineken a également lancé la Heineken Rugby Studio, qui mettra en vedette, pendant le tournoi, des légendes du rugby qui discuteront des principaux sujets rugbystiques. En effet, avant et pendant chaque match, ces anciens joueurs retraceront les grands moments de leur carrière en fournissant des anecdotes personnelles avec beaucoup de joutes verbales. Les commentaires les  plus drôles ou les plus pertinents via le hastag  #ItsYourCall seront lus et discutés en direct.

Ce lancement prend place dans la campagne de la Coupe du Monde de Rugby Heineken, conçu par l’agence M&C Saatchi Sport & Entertainment et les entreprises créatives et digitales St. Lukes, RPM, Possible and Publicasity.

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