Heineken Spain has partnered with UEFA on its latest campaign, based on the premise that nearly 60 per cent of Spanish people say they’ve missed a Champions League game because they were in their offices at the time.
'Un Jefe de Champions' (Boss of Champions) is described by RevistaInfoRetail.com as a large-scale plan to get bosses and employees leaving work early on Tuesdays and Wednesdays when there is a match.
Spanish workers are encouraged to go to the campaign’s website to nominate their employers and turn them into a 'Boss of Champions'.
People can also participate through social media using the hashtag #UnJefeDeChampions.
To further support the campaign, Heineken 'set a trap' for bosses at companies like Sony Mobile, Clear Channel, Liberty Seguros, Mesos Innovación and Remax, inviting them to a phoney Director of the Year Award, which was an elaborate hoax to get them out of the office so staff could enjoy the game.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Gabriela Guédez. To subscribe to ESM: The European Supermarket Magazine, click here.
