On the occasion of the Champions League Final 2016, Heineken wanted to exploit its position as the Main Sponsor of UCL to communicate the brand’s product qualities.
To achieve impressive communication of so many key features, Publicis Italia summed them up in a long hashtag of a hundred characters, including a call to action that true fans could not ignore: “Tweet it right to win the UCL Final”. The Final Hashtag was placed on over 700 outdoor billboards in Milan a few days before the Final hit the city. Football fans did the rest.
