FP7 McCann

Client: Heinz Arabia
Product: Heinz ketchup
Title: The Heinzjack
Media: Social content, OOH, stunt, 360 video.
Country: United Arab Emirates
Date Of Campaign: November 10-29, 2022

Background: The FIFA World Cup is a huge platform for local and international brands to connect with consumers in innovative and interactive ways. However, due to its worldwide reach and popularity, it's a cluttered space where it's challenging to stand out and disrupt, even more so if the brand is not an official sponsor. The brief was to connect Heinz Arabia with the World Cup in a smart manner – considering that they weren’t an official sponsor of the event – via a disruptive and witty execution with sufficient stature to carry the brand before, during and after the tournament.

Idea: Heinz Arabia turned a football fan into a human billboard that roamed the World Cup premises – a witty embodiment of the brand that enabled fans to interact with Heinz Arabia through the voice of an ordinary person who was dressed in a branded red jersey and prompted fans to find him and post the proof with the hashtag #FindHeinz on Instagram. He also posted daily hints on his whereabouts to further engage with fans and gamified the experience by offering prizes to those who found him in the crown both on-ground and online via the immersive 360-degree app, VUZ.

Results: Thomas Heinz, our human billboard, became a memorable part of the World Cup and helped make Heinz a memorable partner to the World Cup. Unofficially. For an extremely low budget the brand was able to:- Reach over 7 million people- Generate 14m impressions across the various content pieces- Deliver over 70% engagement - Give out thousands of prizes to fans- Earn over $450,000 worth of media coverage which equated to an unprecedented Media ROI of 45:1