Who's got what it takes to deliver the #HeinekenBriefcase to the final?
Jono And Ben Team up with Heineken for Rugby World Cup 2015
MediaWorks show Jono and Ben has teamed up with Heineken, worldwide partner of Rugby World Cup 2015, in a creative
campaign to give two lucky winners a once in a lifetime experience to attend the tournament.
Heineken Legends Jonah Lomu and Will Carling issued New Zealand with a challenge: Who's got what it takes to deliver the
#HeinekenBriefcase to the final? In response, Jono and Ben and MediaWorks Integration created The Heineken Briefcase
Challenge; the perfect vehicle for finding two extraordinary Kiwis who can prove they have what it takes to make the
most of an epic, world class experience at the year’s biggest sporting spectacle. What’s more, both winners will each
get to take two mates to London with them to experience the tournament, meet the Heineken Legends and attend VIP
parties.
Conceived by Saatchi & Saatchi in conjunction with the Heineken team, the campaign is being rolled out by Spark PR & Activate, who are working closely with the MediaWorks integration team.
“Heineken constantly challenges us to develop unique and entertaining campaigns and this year is no exception.
This is the third year Jono and Ben and Heineken have partnered on an integrated project,” says Integration Sales
Manager Chris Lloyd. “Jono and Ben connects with a large audience across television, radio and digital. The quality of
the writing team also means Heineken’s key messaging is delivered in-show in the most engaging and witty way possible”.
Heineken New Zealand Marketing Manager, Julia Imlah, adds, “Heineken prides itself on delivering unique, world class
adventures and the journey to get there has to be equally exciting and challenging. By the time they arrive in London,
our winners will have seriously proven they have got what it takes to be side-line at Twickenham.”
The Road to Twickenham
Heineken reached out to their community, inviting fans to take part in an Instagram competition, to show the lengths
they would go to get to the biggest sporting event of the year. Seven contestants were selected with an eighth spot
chosen through The Rock’s Heineken Briefcase Wildcard radio competition.
The eight finalists were told they needed to travel to Auckland to meet Heineken executives for an interview; but it
turned out to be an interview with a difference. One by one they were led into a TV studio, complete with a set for a
fictional show aptly named ‘The Week in Brief’. Without any warning whatsoever, the finalists had to join hosts Hayley
Holt and Mark Richardson and be the show’s sports presenter.
They were challenged to:
1. Read the full Russian rugby squad from the autocue
2. Commentate on a series of topical videos in front of a green screen
3. Interview a mystery sporting legend (Frank Bunce).
This week, the four contestants who rose to the first challenge were invited to a live Jono and Ben recording, where
they were randomly assigned a Heineken briefcase each. Only two of the briefcases are winning briefcases (containing
three tickets; one for the winner and two for their mates). The remaining two briefcases are empty.
Going the extra mile
Demonstrating true perseverance will be a priority for the contestants who must wait for two weeks before being able to
open the cases. What’s more, our contestants are handcuffed to them full time. They have to live, work, sleep and shower
with a briefcase attached to their wrist. It’s no mean feat.
The contestants have been challenged to be as ‘resourceful’ and creative as possible over the next couple of weeks with
regards to the chained briefcases. The only rule is that the briefcase must stay attached at all times. Thankfully,
Hallensteins has come to the party to make life a little easier with specially designed and stylish easy-off-and-on
suits.
The four finalists are:
Andy Florkowski (Architect)
Leigh Kenyon (Football coach)
Finian Scott (NZ Olympic Committee employee)
Bryn Probett (Builder)
On Friday 28 August, during Jono and Ben, the briefcases will be opened to see which two contestants have won trips for
themselves and their very lucky friends to Rugby World Cup 2015.
ends