Heineken's Global Sports Marketing Triumph

Heineken®, a premium alcohol brand, faced a complex undertaking in marketing its global sports marketing. As a key sponsor for high-profile events like Formula One™ and the UEFA Champions League, the company needed to deliver timely, relevant content in dozens of markets, spanning nearly twenty languages. The critical challenge lay in creating and distributing pre- and post-event video content with extreme speed and precision.

Adding another layer of complexity, each asset required multiple versions tailored to specific audiences, cultures, and languages. This meant rapid translation and creative adaptation to ensure the messaging resonated in each market. Furthermore, the need to coordinate with four different agencies while maintaining consistency and meeting tight deadlines posed a significant logistical challenge.

TransPerfect devised an innovative solution to meet Heineken's® demanding requirements, and the cornerstone of this approach was a proactive pre-translation strategy. TransPerfect's team pre-translated all potential outcomes for each sporting event, ensuring that the correct message could be launched in each language across five social networks within 30 minutes of an event's conclusion.

This preemptive approach allowed for the rapid deployment of match and race reminders, as well as post-match/race content, without compromising on quality or cultural relevance. The strategy involved close collaboration with four agencies, which required TransPerfect to seamlessly integrate into a complex workflow while maintaining accuracy and timeliness.

TransPerfect's team worked diligently to ensure that all assets were linguistically accurate and culturally appropriate for each of the 31 markets. This involved a deep understanding of local nuances and sports fan cultures across diverse regions. The solution also incorporated a robust quality assurance process to maintain consistency across all digital assets created for the campaigns.