Heineken Italy. Case Study - Champions League Match vs Classical Concert (Real Madrid, AC Milan)

On the night of the October 21st the Real Madrid played Champions League match against AC Milan.
Heineken persuaded several university professors, girlfriends, and several bosses to convince their students, boyfriends and employees to go to a concert on that night. All of them couldn't say no and had to go to the classical concert.
But...





What happens next is sheer hilarity, and a nice example of a high-budget guerrilla marketing campaign from Heineken. Suffice to say that more than 1,100 soccer fans got swindled, 1.5 million people saw their reactions on live TV, and Heineken received five million visitors to the site devoted to the event — and a great deal of news coverage for their troubles.

Song at the begining: The Fratellis - Chelsea Dagger
Song at the end: Fatboy Slim - Right Here, Right Now

Advertising Agency: JWT Milan, Italy
Creative Director: Bruno Bertelli
Head of art: Cristiana Boccassini
Art Director: Marco Viganò
Copywriter: Cristiano Tonnarelli