Heineken® launch Rugby World Cup 2015 campaign by turning London landmark into rugby stadium

27th August 2015

 

Heineken® launched its Rugby World Cup 2015 campaign in style by transforming iconic London landmark Somerset House into a rugby stadium with a 2700 projection, a roaring crowd of guests and a live set from British band, Everything Everything. The event kicked off the brand’s campaign dedicated to bringing fans across the world closer to Rugby World Cup 2015 action.

Heineken Rugby Legends Jonah Lomu, Will Carling, John Smit, Matt Dawson and Scott Quinnell joined around 900 guests at the event where they enjoyed a unique projection experience, a rugby stadium in the heart of central London. The projection was initiated by a coin toss from the winner of a Heineken® social competition who will also attend the inaugural coin toss that will open Rugby World Cup 2015 between England and Fiji.

As a Worldwide partner of Rugby World Cup 2015, Heineken® is searching for 48 fans from across the globe to win a once in a lifetime opportunity to attend the official coin toss at the opening of every game. As well as this ultimate prize Heineken will be producing social content offering an alternative perspective on Rugby World Cup 2015 from the Heineken® Rugby Legends using #ItsYourCall

Jonah Lomu, commented ‘I enjoyed some of my happiest rugby moments in packed stadiums with the crowd roaring in my ears so this event brought back some amazing memories. The guys at Heineken have done an amazing job recreating the noise, passion and excitement of a Rugby World Cup game day.’

To further bring the game day atmosphere to life those in attendance were treated to a 60 minute set from one of the UK’s hottest bands, Everything Everything.

Singer, Jonathan Higgs said, “We’ve played at some of the biggest festivals this year including Glastonbury & T in the Park but this was our first official stadium gig! The crowd were awesome, they really embraced the stadium atmosphere.”

David Lette, Heineken® Brand Director said: “We’re so excited that Rugby World Cup 2015 is only a matter of weeks away now so we wanted to launch our campaign in style by giving everybody a taste of what’s to come in September!”

During the Tournament, Heineken® will bring fans around the world closer to the action through the Heineken Rugby Studio; a digital preview/review show that will take place across social media. Hosted by Will Carling, the content will feature Heineken’s Legends line up, as well as a number of special guests, who will offer opinion and an irreverent look at the major talking points of Rugby World Cup 2015, with fans able to be a part of the action via #ItsYourCall.

To find out more information about Heineken’s campaign around Rugby World Cup 2015 and for your chance to open Rugby World Cup 2015, visit www.heineken.com/rugby or follow @heineken #ItsYourCall

 

Contact Information

Aarti Parekh - M&C Saatchi Sport & Entertainment

07792 715 053, aarti.parekh@mcsaatchi.com

Sam Hurley - M&C Saatchi Sport & Entertainment

07812 846 461, heinekenrugby@mcsaatchi.com

Milly Hutchinson – Heineken UK

07966 112965, milly.hutchinson@heineken.co.uk