Heineken agencies are launching the next installment in the series of Strongbow ‘EARN IT.’ Challenges. This time Strongbow has upped the ante, challenging regular guys to take on one of Brazil’s best female teams in a 5-a-side battle in Rio.
Building on the brand positioning that Strongbow rewards men who ‘step up’ and get the job done, this branded content campaign asks regular guys to gather their mates and prove they are up for the challenge to take on the women’s team this summer, in a once in a lifetime location.
Strongbow has appointed a celebrity management team made up of football experts to put teams through their paces and support them on their journey. They will help to select the winning team and take them to Rio, where they will be coached for the big match and then challenged to see if the guys can ‘EARN IT’.
The campaign goes live on the 18th March, inviting men across the UK to sign up for the chance to participate in this epic challenge. This multi media campaign is being leveraged through a partnership with Sky, incorporating TV airtime and an array of digital inventory. It throws down the gauntlet to the Strongbow audience – driving them to sign up at facebook.com/Strongbow.
The campaign also sees a partnership with Google that delivers dynamic content remarketing throughout the campaign journey. These partnerships are being amplified by further digital activity across Xbox, video inventory & social media and supremely targeted outdoor in pub and in PowerLeague football centers.
The fully integrated campaign is being delivered by creative agency St Luke’s, media agency Starcom MediaVest Group, digital agency We Are Social, experiential agency RPM and PR agency Cow to deliver a fully integrated campaign.
“After the success of our Strongbow EARN IT. challenges in 2013, it’s exciting to be pushing the boundaries of branded content further than we have ever done before with the brand. I can’t wait to see the teams battle it out in Rio to see who comes out on top.” Al Young, Executive Creative Director, St Luke’s.