The Heinzjack.
Heinz Arabia had no World Cup sponsorship, so it sent a fan called Thomas Heinz to matches in Doha as a walking billboard and challenged other fans to find him.
- Brand
- Heinz Arabia
- Agency
- FP7 McCann Dubai
- Market
- Qatar
- Region
- GCC
- Year
- 2022
The challenge
Official sponsorship was out of reach and, according to the agency's award entry, outdoor sites in Qatar rose in price by 1,000% during the tournament. Heinz still needed to stay front of mind in the year's busiest trading months.
The idea
FP7 McCann found a namesake, Thomas Heinz from Hamburg, and gave him flights and match tickets in return for making content for the brand. In Doha he wore a jersey with his surname and a large QR code, turning himself into a moving ad in and around the stadiums. Fans were asked to spot him, Where's Wally-style, and post with #FindHeinz, with Heinz merchandise and a QR 10,000 grand prize on offer.
Case study source: The One Show Source ↗
