Le dilemme d’un fan de football vu par Heineken


Heineken est devenu spécialiste dans les « pranks » comme on dit en anglais, plus simplement connus sous le nom de « caméras cachées » en France. La semaine dernière, lors du match AS Roma contre le Real Madrid en Ligue des Champions – compétition que sponsorise Heineken -, la marque a décidé à nouveau de piéger un fan de football.

Mais pour cette activation, Heineken, via son agence Publicis, a décidé de changer un peu la donne, en mettant d’abord le futur piégé dans la confidence, renforçant encore plus l’élément de surprise. En effet, Heineken a offert à Simone, un fan inconditionnel de l’AS Roma, un billet en VIP pour le match contre le Real Madrid. Mais cela signifie renoncer à son tradition de fan : regarder le match avec ses amis. Et vous qu’auriez-vous fait à sa place ?

Selon les créatifs de l’agence Publicis, le scénario et le choix du fan étaient si parfaits qu’il n’a fallu qu’une seule prise pour réaliser ce « stunt » pour Heineken.

A noter que Simone est devenu une superstar avec cette publicité puisqu’il est suivi sur Facebook par plus de 1 800 personnes et qu’il a bien évidemment relayé tous les articles et retombées de cette activation sur son compte.


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