How Heineken’s Outdoor Matches Campaign Changed OOH For Good

Written By Dan Ortiz

CREATIVE REVIEW

GLOBAL 18

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CREATIVE REVIEW GLOBAL 18 〰️

Heineken didn’t just buy billboard space—they redefined it. With Out-Of-Home Matches, the brand transformed 3,500+ billboards across 13 cities into live-streaming hubs for the UEFA Women’s Champions League. It wasn’t just an ad—it was a public spectacle and a cultural reset.

🔑 Why It Worked

  • Billboards as stadiums: Live sports, no screens required.

  • Hyper-visible activism: Women’s football made unmissable—literally.

  • Authentic cultural play: No hashtags, just show up and own the street.

🎯 Audience Fit

  • Spoke to sports fans and purpose-driven consumers alike

  • Put Heineken at the center of a live, emotional moment

  • Turned the brand into a literal part of the matchday experience

📊 Results

  • 25M+ people reached on-site

  • R$52M in earned media

  • A global conversation sparked—without paid social push

💡 Brand Takeaways

  • OOH can be immersive, not background noise

  • Purpose hits harder when it’s experienced, not explained

  • Smart media = shared media

Final Word:

Heineken turned a billboard into a stadium and a beer into a statement. Expect imitators. This is how you do earned-first, culture-led advertising.

Credits:

Agency: LePub

Brand: Heineken

Agency Network: LePub

Holding Company: Publicis Groupe

Media Agency: Jcdecaux

Media Agency: NEOOH

Dan Ortiz
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